The document discusses various research techniques for data-driven marketing strategies. It describes profiling target audiences to understand who they are, what they value, and their digital behaviors. It advocates a triple approach of inspiration, observation, and immersion to empathize with consumers and identify behavioral patterns. Both quantitative and qualitative techniques are explored, including surveys, focus groups, social listening, customer journey mapping, and panel tracking to generate insights. The goal is to innovate products and services that meet consumer needs.
TECHNOLOGY FOR BETTER CUSTOMER EXPERIENCE IN AMUSEMENT PARKSIksula
In Amusement Parks, physical and digital experiences are deeply intertwined, not isolated.
Each consumer is expecting a personalized experience.
An unified experience is the key, delivered through technology, content and data insight.
For more information, please write to us at marketing@iksula.com or visit our website www.iksula.com
Tnooz-Fusion FREE webinar: The science behind ancillary merchandisingtnooz
The travel industry knows there's great promise in selling ancillary products to travelers who want more ways to experience their journey.
Fusion's research shows 61% of customers are open to buying add-ons to complement their flight purchase. However, only 37% say the ancillary products being offered are relevant, and only 12% say airlines specifically are doing a good job of customizing offers.
Watch this Tnooz-Fusion webinar and learn how to design, test, and execute a winning ancillary sales strategy.
Panelists for the webinar are:
Mark Brown, VP EMEA, Fusion
Sinead Finn, Owner, affinnity
Sean O'Neill, Editor in Chief & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
This webinar took place on the 10th of November, 2016.
In this presentation students have the opportunity to appreciate the changes in the wider environment affecting businesses in any particular sector. They also can use traditional models of analysis into a more digital context to appraise the relationships in the macro and micro environment of an organisation.
This lectures is followed by practical case studies, videos and activities students have to develop during the tutorial session.
Crawl, Walk, Run, Fly: A Guided Approach to Personalization with Adobe Market...Perficient, Inc.
Marketing has evolved significantly over time – from the era of mass marketing to today where you can target individuals across millions of personal devices.
This guide will help you:
Understand the common challenges to personalization
Advance your marketing along the Personalization Spectrum
Learn the steps to implement your strategy
Understand Adobe Marketing Cloud solutions that will support the implementation
Get the full guide here: http://buff.ly/2fvVOUE
Content and commerce: The way forward to engage with the consumers of the futureIksula
The very nature of consumer behaviour is at the cusp of a major shift. The smartphone generation, who have grown up with connected devices and high speed internet, now constitute a major chunk of online shoppers. Retail salespersons and word-of-mouth, the traditional sources of buying advice for consumers, have been supplanted by a far larger network of online communities, social media platforms and a deluge of user-generated content.
Brands and Retailers no longer control the narrative – it is in the hands of consumers. Modern consumers demand a rich, diverse and detailed content, and a unified experience across information channels. It is the brands’ job to keep up.
In this presentation, we discuss the genesis of this dynamic ecosystem, and how Brands and Retailers can adapt to it by keeping a flexible approach, updating their systems and processes, and leveraging user feedback and market signals to constantly fine-tune their Content Strategy.
TECHNOLOGY FOR BETTER CUSTOMER EXPERIENCE IN AMUSEMENT PARKSIksula
In Amusement Parks, physical and digital experiences are deeply intertwined, not isolated.
Each consumer is expecting a personalized experience.
An unified experience is the key, delivered through technology, content and data insight.
For more information, please write to us at marketing@iksula.com or visit our website www.iksula.com
Tnooz-Fusion FREE webinar: The science behind ancillary merchandisingtnooz
The travel industry knows there's great promise in selling ancillary products to travelers who want more ways to experience their journey.
Fusion's research shows 61% of customers are open to buying add-ons to complement their flight purchase. However, only 37% say the ancillary products being offered are relevant, and only 12% say airlines specifically are doing a good job of customizing offers.
Watch this Tnooz-Fusion webinar and learn how to design, test, and execute a winning ancillary sales strategy.
Panelists for the webinar are:
Mark Brown, VP EMEA, Fusion
Sinead Finn, Owner, affinnity
Sean O'Neill, Editor in Chief & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
This webinar took place on the 10th of November, 2016.
In this presentation students have the opportunity to appreciate the changes in the wider environment affecting businesses in any particular sector. They also can use traditional models of analysis into a more digital context to appraise the relationships in the macro and micro environment of an organisation.
This lectures is followed by practical case studies, videos and activities students have to develop during the tutorial session.
Crawl, Walk, Run, Fly: A Guided Approach to Personalization with Adobe Market...Perficient, Inc.
Marketing has evolved significantly over time – from the era of mass marketing to today where you can target individuals across millions of personal devices.
This guide will help you:
Understand the common challenges to personalization
Advance your marketing along the Personalization Spectrum
Learn the steps to implement your strategy
Understand Adobe Marketing Cloud solutions that will support the implementation
Get the full guide here: http://buff.ly/2fvVOUE
Content and commerce: The way forward to engage with the consumers of the futureIksula
The very nature of consumer behaviour is at the cusp of a major shift. The smartphone generation, who have grown up with connected devices and high speed internet, now constitute a major chunk of online shoppers. Retail salespersons and word-of-mouth, the traditional sources of buying advice for consumers, have been supplanted by a far larger network of online communities, social media platforms and a deluge of user-generated content.
Brands and Retailers no longer control the narrative – it is in the hands of consumers. Modern consumers demand a rich, diverse and detailed content, and a unified experience across information channels. It is the brands’ job to keep up.
In this presentation, we discuss the genesis of this dynamic ecosystem, and how Brands and Retailers can adapt to it by keeping a flexible approach, updating their systems and processes, and leveraging user feedback and market signals to constantly fine-tune their Content Strategy.
A Strategic Approach to Social Media Intelligence Casey Knox
According to a CMO study by Forrester, 89% of social data has influenced their decisions. Having a strategic approach to social media intelligence increases marketers ability to solve problems in the digital age. Casey Knox, Communications Director for AREA203 Digital, has been studying best practices of social media intelligence for the past two years.
Continuous innovation is an imperative for any hospitality business as their customers and vendors rapidly adapt to an evolving technology landscape. Emerging technologies supporting seamless integration across channels, mobility, socially-aware applications, big-data, and real time predictive analytics are all contributing to profound transformations of today’s business models. During this presentation, you will learn best practices for remaining innovative and asking critical organizational questions as you consider similar efforts in your own business.
Creating a seamless end-to-end customer experience has never been more important. Consumers expect information how they want it, when they want it, and on whatever device they’re currently using. Join us to learn how ExactTarget Marketing Cloud customers have incorporated mobile into the customer lifecycle to drive engagement, provide real-time customer support, and create the ultimate connected experience.
Introduction to baba's methodological approach, tools, case histories, clients
4 research drivers: People & Brands, Digital research, Culture Driven Innovation, Brand Development.
Presentation is about online macro environment and digital marketing environment. Further, market place analysis, SWOT analysis, online market place map, PESTLE analysis, digital economy defined, digital immigrants vs digital natives, innovation vs disruptive innovation, non existing businesses, etc.
Oculus360’s AI platform leverages focused Machine Learning and Natural Language Processing technology to deliver actionable customer insights derived from millions of publicly available comments about companies' and their competitors’ products from sources like reviews, forums, blogs and social media. With the Oculus360 platform, companies drive significantly greater results from their marketing spend using learned insights to improve campaigns, merchandising, site optimization, product design and brand equity. Our solutions help many of the world’s leading brands to better connect with and serve their customers.
A Strategic Approach to Social Media Intelligence Casey Knox
According to a CMO study by Forrester, 89% of social data has influenced their decisions. Having a strategic approach to social media intelligence increases marketers ability to solve problems in the digital age. Casey Knox, Communications Director for AREA203 Digital, has been studying best practices of social media intelligence for the past two years.
Continuous innovation is an imperative for any hospitality business as their customers and vendors rapidly adapt to an evolving technology landscape. Emerging technologies supporting seamless integration across channels, mobility, socially-aware applications, big-data, and real time predictive analytics are all contributing to profound transformations of today’s business models. During this presentation, you will learn best practices for remaining innovative and asking critical organizational questions as you consider similar efforts in your own business.
Creating a seamless end-to-end customer experience has never been more important. Consumers expect information how they want it, when they want it, and on whatever device they’re currently using. Join us to learn how ExactTarget Marketing Cloud customers have incorporated mobile into the customer lifecycle to drive engagement, provide real-time customer support, and create the ultimate connected experience.
Introduction to baba's methodological approach, tools, case histories, clients
4 research drivers: People & Brands, Digital research, Culture Driven Innovation, Brand Development.
Presentation is about online macro environment and digital marketing environment. Further, market place analysis, SWOT analysis, online market place map, PESTLE analysis, digital economy defined, digital immigrants vs digital natives, innovation vs disruptive innovation, non existing businesses, etc.
Oculus360’s AI platform leverages focused Machine Learning and Natural Language Processing technology to deliver actionable customer insights derived from millions of publicly available comments about companies' and their competitors’ products from sources like reviews, forums, blogs and social media. With the Oculus360 platform, companies drive significantly greater results from their marketing spend using learned insights to improve campaigns, merchandising, site optimization, product design and brand equity. Our solutions help many of the world’s leading brands to better connect with and serve their customers.
Digital Marketing Course Week 2: Introduction to Digital MarketingAyca Turhan
Second week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan
Topics covered within the presentation include:
Digital Marketing vs. Traditional Marketing
Digital Marketing Strategies
For more please visit: www.aycaturhan.com/man423
This workshop slide deck describes the tools and methods for conducting market research for new products and services, including market sizing, forecasting, concept testing, demand estimates, price tests. Learn how to identify potential customers, answer key questions such as: their interest in your products/services, how much they are willing to pay, what they value, how to reach them and deliver that value.
This slide deck describes how to conduct market research to identify potential customers, test product concepts and value propositions, and pricing. Do research to answer key questions for new product market success: 1) who are your customers, 2) what is your value proposition and what are customers willing to pay; 3) how will you win customers and retain them at a profitable rate? Once you have answered these questions, you are on your way to a successful customer discovery and development process.
An effective brand ambassador programs blend customers, coworkers and influencers within the same room. Here, a small brief of our work in Good Rebels for IKEA Spain, where our Club de Embajadores provide de exclusive content, training and challenges to proactive and innovative community eager to build the brand experience with the brand itself.
Why social media is still the heart of digital marketingEleazar Santos
Given the Cambridge Analytica scandal, the implementation of the new General Data Protection Regulation (GDPR) and awareness of privacy concerns, marketers may face obstacles in their digital strategies to reach consumers.
Are we tired of social media? We are definitely not. A snapshot of the current social media landscape shows we are steady on its use either in terms of information consumption, entertainment, product research, and shopping.
Social media is the heart of our marketing strategies, if we rely on smart social. We have to be relevant to our audiences, to connect on their preferred means and to make data (structured and unstructured ones) available to the whole organization.
More on Rebel Thinking: https://www.goodrebels.com/why-social-media-is-the-heart-of-digital-marketing/
Introducción a las redes sociales: protagonistas y tendenciasEleazar Santos
Las redes sociales impulsaron la transformación digital, al dar voz a las personas y nuevos modelos de relaciones y colaboraciones. ¿Cuáles son las principales? ¿Qué cambios se anticipan? ¿Qué rol juegan y qué ventajan proveen a nuestras estrategias de relación con el consumidor? Son algunas de las preguntas que solemos abordar en este módulo de la oferta académica de The Valley, acompañado de las últimas tendencias y revisión de casos prácticos.
Nuevos modelos de negocios en la era digital: personas y propósitoEleazar Santos
Invitado por el programa GoingDigital de la Fundación Mobile World Capital Barcelona, debatimos sobre las oportunidades que brinda la digitalización en el mundo de los negocios, tanto desde el lado de los incumbentes como insurgentes de cada sector.
Más información: https://www.goingdigital.es/es/programas/transformacion-digital-modelos-de-negocio-en-la-era-digital
#Design It Yourself: el impacto de la transformación digital en el sector de ...Eleazar Santos
Invitado por HP y por la escuela de negocios digitales The Valley, esta charla recoge las oportunidades que trae la digitalización para un mercado necesitado de creatividad, personalización y herramientas. Presentación orientada a invitar a conectar, inspirar e impulsa los negocios de impresores, dentro de un ecosistema con interioristas y diseñadores.
Empresa 2.0: del Employeee Engagement al Employer BrandingEleazar Santos
La transformación digital también no sólo ha modificado al consumidor, sino también a las organizaciones, en búsqueda del mejor talento y agilidad para poder afrontar estos cambios. En esta presentación efectuada en el Foro de RRHH de Foment del Treball, junto con mi compañero José Luis Rodríguez (http://es.slideshare.net/iusufr), repasamos las premisas de la marca empleador y su impacto en la vinculación y gestión del talento.
Adaptar la estrategia de medios al cliente digitalEleazar Santos
De acuerdo con el I estudio sobre la Transformación Digital en la empresa española, realizado por Territorio creativo, el 79% de los consultados asocia este fenómeno a canales de ventas y fidelización. Sin embargo, pareciera que desde las marcas nos esforzamos más por captar que por conocer al cliente y diseñar una oferta de valor a su medida. Para abordar al cliente digital, primero debemos entender sus hábitos de consumo y comportamiento, y así empezar a construir de forma sólida las bases para el desarrollo de capacidades digitales a nivel de negocio y organización. Presentación realizada el 17 de marzo de 2016, en el #TcTalks, en el marco del eShow Barcelona.
¿Por qué es importante Linkedin? ¿Qué me ofrece como profesional esta red social? ¿Cómo debo activar mi perfil? Algunas de las preguntas que responderemos para que saques provecho de la red social profesional más popular... porque hay una diferencia entre estar y saber estar.
Medios sociales: de la estrategia al contenido.Eleazar Santos
Presentación del módulo de medios sociales del Postgrado de Branded Content del Inesdi, en donde se aborda cómo hacer una estrategia, diseñar una identidad digital, crear un plan editorial y dos casos para evidenciar el método.
Introducción a la a estrategia en medios sociales: del análisis a la planific...Eleazar Santos
Presentación de la segunda parte del curso de Introducción a la estrategia en medios sociales: del análisis a la planificación, efectuada el 4 de diciembre de 2014.
Curso de nivel básico, dirigido a profesionales de marketing y comunicación que busquen iniciarse en el social media marketing o entender su aplicación estratégica en el negocio.
Tras hacer un repaso por las posibles aplicaciones de los medios sociales en el negocio y cómo diseñar una estrategia que aporte al logro de objetivos del mismo, ahora buscaremos instrumentar este proceso. Ademas, abordamos mediante un caso cómo hacer un análisis de proyecto, base de la estrategia, y la estructura básica del social media plan.
Estructura:
1. La empresa conectada
2. El análisis, la base de la estrategia
3. Revisión de caso
BIBLIOGRAFIA Y ENLACES DE INTERÉS:
#Socialholic: todo lo que necesitas saber sobre el marketing en medios sociales
http://bit.ly/SocialholicPlaneta
http://bit.ly/SocialholicAmazon
Manuales de Territorio creativo para dominar las herramientas del entorno 2.0.
http://bit.ly/TcGuiasMediosSociales
Introducción a la estrategia en medios socialesEleazar Santos
Presentación del curso "Diseña tu estrategia en medios sociales: pasa del “Like” a la conversión, efectuada el 13 de noviembre de 2014, en Foxize School.
Curso de nivel básico, dirigido a profesionales de marketing y comunicación que busquen iniciarse en el social media marketing o entender su aplicación estratégica en el negocio.
Un repaso práctico sobre el entorno en que nos movemos, las posibles aplicaciones de los medios sociales en el negocio y cómo diseñar una estrategia que aporte al logro de objetivos del mismo.
Estructura:
1. En qué entorno nos movemos
2. Principios de estrategia en medios sociales
3. Revisión de caso
7. BIBLIOGRAFIA Y ENLACES DE INTERÉS:
#Socialholic: todo lo que necesitas saber sobre el marketing en medios sociales
http://bit.ly/SocialholicPlaneta
http://bit.ly/SocialholicAmazon
Manuales de Territorio creativo para dominar las herramientas del entorno 2.0.
http://bit.ly/TcGuiasMediosSociales
Como profesionales, todos somos un producto, y nuestra huella digital incide en cómo somos percibidos. Más aún, puede ser un catalizador (o un obstáculo) para lograr nuestros objetivos. Esta presentación, ideal para principiantes, nos recuerda el entorno en qué nos movemos, cómo podemos sacar provecho del mundo 2.0 y consejos de saber estar.
A manera de introducción sobre el uso de medios sociales, abordaremos:
1. entorno: dónde nos movemos
2: uso personal: qué hay para mí
3: estrategia: saber estar
4. uso corporativo: aplicación al negocio
Aprendiendo a escuchar en los medios socialesEleazar Santos
En el marco de las charlas de actualización en 2.0 para periodistas, #TcPress, presentamos el uso de la herramienta NetVibes para el aprendizaje y la monitorización. Además, ofrecemos a manera introductoria un repaso de los usos potenciales de los medios sociales.
Aplicación de los objetivos del Social Media MarketingEleazar Santos
Toda estrategia en medios sociales pasa primero por la definición de objetivos, comunidades a entroncar y, por último, las plataformas.
Ésta clase fue presentada en el Curso Superior de Marketing del ICEMD, el 11 de noviembre de 2011.
Gestión de marca y de crisis de telcos en medios socialesEleazar Santos
Una crisis es todo riesgo potencial o efectivo que afecta el desarrollo del negocio, no sólo en el ámbito de la comunicación.
Esta presentación, efectuada en un seminario de Anuncios sobre "Gestión de marca y crisis en medios sociales", recoge varios casos de las empresas de telecomunicaciones en España.
Vertebración y dinamización de comunidadesEleazar Santos
Las organizaciones requiere de una identidad digital definida y en sintonía con sus valores, para estar en los medios sociales.
A través de los planes editoriales, construimos poco a poco y damos cohesión a las comunidades. No obstante, para acelerar su desarrollo y cumplir otros objetivos (ej: notoriedad), necesitamos acciones creativas de dinamización.
Ésta presentación fue efectuada el 21 de noviembre de 2011, para estudiantes del curso de Community Management y Medios Sociales del Instituto Hune.
¿Se puede calcular el valor de una marca en los medios sociales? ¿O anticipar el atractivo de un producto antes de que llegue al lineal? Existen más de 901 millones de personas activas en Facebook y otras 145 millones en Twitter, en todo el mundo: ellas hablan con las marcas y sobre ellas, generando continuamente información que puede agregar una importante dimensión social al diseño y adaptación de las estrategias de negocio donde las personas están en el centro.
Estamos frente a la generación de modelos de negocio “sociales”, que escuchan de forma activa y aprenden de las necesidades de sus clientes.
Esta presentación fue compartida en el Congreso Web de Zaragoza, el 2 de junio de 2012, por Eleazar Santos, SM Strategist, y con el respaldo del Departamento de Social Intelligence @tcreativo, Enrique Hortalá (@enriquehortala) y Jaime Valverde (@mitus82).
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.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
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 session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
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.
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
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Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
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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.
2. 2
• Who are they?
• What are they looking for?
• What’s their digital behavior?
• Which content is most attractive to them? What do they miss?
• Where do they get the information? What’s relevant?
• How they interact with brands and their products and services?
• What do they value from you?
• Which companies are in their top of mind and why?
• Which territories are perceived suitable to the brand?
• Which new moments of consumptions / use could be identified?
• …
ANALYSIS PERSONA ATTENTION ANSWERSMAPPING
Profiling our target audiences helps us to build stronger business relationships and to
innovate in our product and services offering.
Understand, do not presume
“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS
3. 3
At Good Rebels, we have developed a triple approach for consumer analysis:
Inspiration
Empathizing with both the industry and their consumers, to understand their aspirations, needs
and demands of those people for whom we design experiences.
Observation
Analyzing several sources of data, blending both internal and external resources, to identify
behavioural patterns from our audiences.
Immersion
Getting the “true feelings” from consumers, to decode the reasoning behind their behaviour,
emotion and motivation.
Methodology
“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS
4. Innovation of product, services or processes,
based on people.
Aims to involve stakeholders actively in the
creation of a bolder offer value that really
meets their needs.
Design thinking
“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS 4
5. A multi perspective
research approach
QUANTITATIVE
QUALITATIVE
OFFLINE ONLINE
Panel
surveys
Online
surveys
Focus
groups
Panel
tracking
Media
analysis
Listening
Audience
profiles
Online
communities
Customer
Journey
inspiration
observation
immersion
5“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS
6. PrototypingEmpathy Definition Ideation
agile process
measurement
OBSERVATION /
LISTENING
Understand the
challenge
VISUALIZE /
SYNTHETIZE
Specify the
problem
DIFFER /
RETHINK
Create alternatives
BUILD /
EXPERIMENT
Learn by doing
USE /
OPTIMISATION
Adapt & repeat
Design Thinking |
How it works
6“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS
Test
8. Qualitative approach to gather ideas,
representations and perceptions behind
behaviours and consumption patterns.
Interviews related to the experiences identified
(or to be defined) within the customer journey.
Focus groups
“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS
What’s here for us?
- Wow moments
- Pain points
- Level of satisfaction
- Uncovered needs
8
9. 9
• User experience evaluation in
every channel.
• Identification of consumer
needs, support and help.
• Insights synthesis.
• Opportunity development,
communication process and
workflows.
• Real feasibility of the
implementation of measures.
• Generation of ideas for the
improvement of the experience.
1 2 3
OBSERVATION DEFINITION IDEAS
How to
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10. iGEN and the future of
banking
The iGEN (16-25 year olds) are the financial consumers of
the future; by understanding their attitude, behaviour and
pain points, banks (both challenger and traditional) have
the best possible lens to focus on where the sector is likely
to head. It’s time for significant reimagination in everyday
banking.
Through a focus group, we discovered the offer value
demanded by this new generation and the relationship
model.
Methodology and findings available in Rebel Thinking.
11. 11
Who are the different customer profiles interacting with our brand, their paths and contact points.
Customer Journey |
Customer journey
“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS 11
BUSINESS
GOALS
SEGMENTATION
BUYER
PERSONA
Improvement measures
CUSTOMER
JOURNEY
MAPPING
ACTION PLAN
MEASUREMENT
Strategic
& tactic KPIs
Opportunities and
challenges to overcome
12. 12“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS
Hotel customer journey
Unconscious calm
Broken
status quo Inspiration Planning
Booking
Preparation
Arrival
Pre-holidays > Holidays >
Check-in
Entertainment
Room
Restaurants Beach
Spa
Pool
Post holidays >
Check out Back home
Remembering Promoting
Repeating
13. 13“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS
Complex business ecosystems
INSPIRATION BOOKING P`REPARATION AIRPORT FLIGHT ARRIVAL WHERE TO STAY POST TRIP
Meta-search
Social-search
OTAs
Travel agencies
Trip organizers
Travel guides
Rent-a-car
Operators
Services
Airlines Rent-a-car
Taxi
Public transport
Hotels
Apartments
Social Media
Ratings
14. The American traveler
In order to define the customer experience
model, we applied a set of research
techniques including interviews to the
salesforce, travel agents, tourists and
employees, plus leaning on trends and online
listening.
We analyzed each stage of their journey:
destination selection, type of travel activities,
purchase process, devices, customer support
received.
As a result, we built a 360º perspective of
Palladium American customers, taking into
consideration demographics, needs solved
and the desired outcome of the experience.
16. Using online data to provide statistic evidence
for our research hypothesis. At Good Rebels we
lean on the Global Web Index in order to define:
‣ Digital means consumption, behavior and
preferences according to generation or market,
‣ Detailed audience profiling, based over 20,000
attributes available.
GWI works with a global panel of 18 million people
from 40 countries, whom are surveyed quarterly
and with more than 8,500 data points registered,
Audience profiles
DEMOGRAPHICS
ATTITUDES
& LIFESTYLE
DEVICE
OWNERSHIP
& ACCESS
ONLINE
ACTIVITY
BEHAVIORS
MEDIA
CONSUMPTION
SOCIAL
MEDIA
APPS
MARKETING
TOUCHPOINTS
COMMERCE
16“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS
18. Encuestas online |
Delivered through social media advertising, and leaned on in
custom audience segmentation, we will promote a short survey
to understand the behaviour and interests of our audiences.
Usually incentivised to guarantee participation.
Goal sample: 500 entries.
Recommended time: 5 - 10 minutes.
Tools: Survey Monkey or similar
Questions oriented to obtain information such as:
Knowledge of the industry
Experience with our brand or competitors
Important drivers in the buying process
Digital behaviour
Most valuable content and sources of information
Most interested segments in the survey (segmentation efficiency).
Online surveys
18“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS
19. Discovering a new
consumption moment
Prior to digital activation, we launched a research
project on social media, between fans of the brand
and fans of the chocolate category, in order to
evaluate:
• Brand top of mind and competitive landscape.
• Brand and product awareness.
• Habits of consumption and creative territories to
explore.
The research was held on Facebook, as well its
display network, and Twitter. As a result, we found a
clear association between having break and
snacking amongst students and workers, along with
coffee; these insights based the current commercial
and editorial strategy of the brand.
19“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS
21. A commercial panel is a group of people that
reflects the diversity and complexity of a given
market. They allow us to obtain relevant
information, on a regular basis and a stable
sample, along time.
Said surveys integrate conclusions and the
sociodemographic traits of the sample,
location, devices and other relevant attributes.
Moreover, it allows us to focus on those relevant
panelists for the research, eliminating noise
from the sample.
What’s a panel?
22. This tool aims to enrich the information obtained through the online surveys, electing a group
of users according to a specific profile identified in the preliminary research.
• Definition and programming of
the survey, attending the
specific traits of the selected
sample.
• Conjoint questions: which
attributes mix have the greatest
influence in the decision
making.
• Panelists selection along
with the research partner.
Volume of the sample will be
defined according to the size
of the market, being 30 a
minimum and 400 the
recommended size.
• Results interpretation
according to a set of
sociodemographic variables
behaviour, devices, etc.
Survey
design
PANEL
Results
analysis
• Sample size: 200 - 400 people
• Expected time to complete the survey: max. 15 minutes.
Panel surveys
22“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS
23. 23Tracking de panelistas |
• To broaden the knowledge obtained from panel surveys, we can select its premium users for a
greater understanding of their digital behaviour (visited web pages, time spent, moments of the day,
preferred content) on different devices (desktop, mobile), through a 24h tracking software, 365 days.
• Own and third party websites
and apps, from which we may
want to follow the journey
(back & forth) of any given user
profile
• Selection of users with the
installed tracking system,
whom may have accused the
selected websites or apps.
• Sociodemographic definition
for panelists.
• Consumer journey based on
website visits, time spent,
moment of the day, devices,
number of access, apps,
queries on search engines… all
related to sociodemographic
profile of tracked users.
USERS NAVIGATION LOGWEBS & APPS
TRACKING SELECTION
RESULTS ANALYSIS
Panel tracking
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24.
25. To localize marketing strategies in Europe, Royal
Caribbean set out to understand the needs,
behaviour and holiday preferences within four
core audiences: families, couples, senior couples
and lone travelers.
• Where do they get their inspiration?
• What type of holidays are they looking for?
• What factors are taking into account?
• Main challenges to overcome for first time cruisers.?
The outcome: ad hoc buyer persona for the four
segments, within Spain, Italy, France, Germany,
Austria and Switzerland.
Eurozone buyer persona
definition
RoyalCaribbean
I N T E R N A T I O N A L
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27. 27
• Online conversations monitoring about our brands,
its competitors, products and topics of interests.
It allows us to identify volumen of owned and third
party conversations, perceptions, opinions and the
sentiment towards our brand.
• It’s a great trends detector, and also works real time
to identify potential reputation crisis through alerts.
How many
mentions?
Share of
Voice?
Where is the
conversation
held?
SM, forums
When?
Before, during,
after their
journey…
Which are the
main topics?
Who’s
talking?
KOL?
What’s the
sentiment
towards our
brand?
What’s social listening?
“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS 27
28. Desarrollo de producto
Feedback
Alertas
Ideas
Comunicación
Rich Media
Reputación
Influencia
Presencia
Reviews
Comunidades
Stories
Ventas
Colaboraciones
Liderazgo
Blogs
ATC
Consultas
Soporte
Proactividad
Marketing
Demandas
Generación Leads
Reach
Consumer and
Market Insights
Opinions on brands
and their competitors
Moments of contact
with the client
Attractive content to
connect with
customers
Trends and business
opportunities
Optimization in
customer service
What can we get?
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29. 01
Research
Objectives, questions and
scope of the research.
02
Parametrization
Queries set up
03
Classification
Cleaning of data,
contextualisation and
categorization of mentions;
assignment of sentiment.
04
Analysis
Main topics and categories,
user rankings, roles, time
evolution, growth rates,
channels, platforms and
sentiment evolution.
05
Knowledge
Conclusions to support new
strategies and detection of
opportunities.
How social listening works
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30. Comprehensive data viewing
ILLUSTRATIVE
• Scorecard by market
• Temporal evolution
• Main milestones of the period (highlights)
• Volume and platforms (how much and where)
• Associated feeling (how)
• Associated themes (what)
• Profile of the opinion leader (who)
• Ranking of users by influence
• Potential impact achieved
• Verbatim
• Comparison with the competition
• Volume of images with logos
• Conclusions and recommendations
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31. Qualitative research of our own social media,
as well from competitors, to understand how
is the communication addressed:
- Brand territories
- Type of content and formats
- Post frequency
- Networks relevance
- Usability
- Creative actions and tactics.
Análisis de canales y foros |
Media analysis
33. 33
Online research communities are valuable forums
for debate, to share ideas, to obtain information, to
detect sentiment… to gather knowledge to boost
our business.
- They help the brainstorming process.
- They allow us to understand behavioural patterns
from customers / users: their main traits, needs
and interests.
- They enable new business models and
possibilities.
Online communities
34. Formula One fans share
their viewing experience
The switch between terrestrial broadcasting of Formula One
from BBC to Channel 4 was controversial amongst viewers
and sports industry professionals alike in the UK, in 2016.
This research was commissioned to understand the impact
of the move on F1 fans watching on both Sky and Channel 4.
Whilst originally very skeptical about Channel 4’s ability to
live up to the much-loved BBC coverage, it has in some ways
pleasantly surprised fans but also drawn a clearer mark
between the two current competing channels.
36 Formula One fans were recruited to take part in a live
WhatsApp research panel. They were asked 10 open-ended
questions (plus a wildcard question) during the Bahrain
Grand Prix about the race and their viewing habits.
34“OFFLINE & ONLINE RESEARCH TECHNIQUES FOR DATA DRIVEN MARKETING” - @ELEAZARSANTOS