Service brands have additional branding options that product brands don’t have: The service experience.
This presentation features a framework and an applied case study on Service Branding or Branded Customer Experience – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand.
Approach presented at Service Design Network SDN Global Conference 2016 in Amsterdam #SDGC16 #ServiceBranding #BrandedCustomerExperience #BrandExperience
Branding Process Deliverables by Jelingu CreatesJelingu Creates
Your Brand is not Everything You Say it is, it's Everything Your Customers Say it is. Let's Discuss The Branding Process Deliverables Explained by Jelingu Creates.
Branded Customer Experience – Bridging promise and fulfillmentChristian Vatter
As customers lose trust in traditional message oriented forms of marketing, it becomes more important what a brand does than what it says. As a new way to build brand preference, Branded Experiences are combining the traditional branding approach with the method of service design. Based on brand positioning and customer needs it designs and optimizes the customer-brand relationship by creating encounters and touchpoints with the company that are pleasant, useful, and beneficial for people. At the same time, these encounters are designed to bring the brand promise to life. This approach offers a modern and sustainable form of marketing and brand building.
Content originally published with Martin Jordan in "Marke und digitale Medien", Springer Verlag.
Presented ad various conferences eg. at the NEXT Conference 2014 in Berlin, at the Service Experience Camp 2013 and the UXCamp Europe 2013. Also a presentation for a regular class at Miami Add School Europe.
More Brand Service examples here: http://www.christianvatter.com/great-examples-of-brand-services/
In this paper we examine how the Leisure & Tourism Industry is approaching mobile technology and we provide our top 6 tips to consider when making the transition into the mobile environment.
Branding Process Deliverables by Jelingu CreatesJelingu Creates
Your Brand is not Everything You Say it is, it's Everything Your Customers Say it is. Let's Discuss The Branding Process Deliverables Explained by Jelingu Creates.
Branded Customer Experience – Bridging promise and fulfillmentChristian Vatter
As customers lose trust in traditional message oriented forms of marketing, it becomes more important what a brand does than what it says. As a new way to build brand preference, Branded Experiences are combining the traditional branding approach with the method of service design. Based on brand positioning and customer needs it designs and optimizes the customer-brand relationship by creating encounters and touchpoints with the company that are pleasant, useful, and beneficial for people. At the same time, these encounters are designed to bring the brand promise to life. This approach offers a modern and sustainable form of marketing and brand building.
Content originally published with Martin Jordan in "Marke und digitale Medien", Springer Verlag.
Presented ad various conferences eg. at the NEXT Conference 2014 in Berlin, at the Service Experience Camp 2013 and the UXCamp Europe 2013. Also a presentation for a regular class at Miami Add School Europe.
More Brand Service examples here: http://www.christianvatter.com/great-examples-of-brand-services/
In this paper we examine how the Leisure & Tourism Industry is approaching mobile technology and we provide our top 6 tips to consider when making the transition into the mobile environment.
The Connected Consumer Journey: Navigating The MeleeAleesha Tully
Pre-digital advertisers just didn’t have to deal with the myriad of channels and touch points that we have today. And if you’re responsible for marketing a brand – this can be pretty overwhelming. This presentation takes a look at how simple, human, thinking can add clarity to consumer journey planning.
Improving Online Experiences - The Customer Journey Report 2014Smart Insights
How good is the online experience you offer to your website visitors. This Slideshare reviews the 'state-of-the-art' of measuring and managing customer journeys.
Presented by Dave Chaffey of Smart Insights at Ecommerce Expo 2014 customer journeys - dave chaffey - smart insights
New research proves consumers prefer brands that offer unique experiences. Many are even willing to pay more for unique brand experiences. Check out our global research on brand experience trends and learn how to apply these insights to your brand.
This is a lesson from a marketing course I teach for business admin. students. It analyzes the concept of segmentation using Nirmalys Kumar's 3Vs based on the book Value Merchants.
Despite popular buzzwords like "integrated", "holistic" and "cross-functional", most of the marketing world is still operating within silos. Especially, behemoth brands who have the dollars to fund innovation, but lack the agility needed to bring internal structures, standards and technologies up to speed with modern demands.
In this talk, Alex Lirtsman, Cofounder and Chief Strategist at Ready Set Rocket, and Matt Butlein, Chief Vision Officer at Nuts.com, will provide an actionable approach to building omnichannel teams and goals. They'll discuss the challenges presented from recruitment, technology and project-planning standpoints, as well as the changes their companies have undergone to counteract them.
Attendees will walk away with answers to the following:
- What tools and technologies are revolutionizing the way we integrate work streams and compile, analyze, connect and act on data as an entire organization?
- What accurate, actionable benchmarks should be set in order to best motivate cross-department collaborations v.s. department silos?
- How can brands and vendors facilitate integrated relationships, and make sure that teams are working closely with one another rather than owning separate parts?
Customers increasingly expect a cohesive experience with your brand. Winning and retaining customers is dependent upon the totality of these experiences. Take a look at the not-so-distant past and how consumer expectations have shifted and matured in this quick review of what customer journey mapping is and why it's critical to optimizing engagement.
Describes the five phases of the customer journey and where marketing needs to gouts its attention. How to check a brands performance along the consumer journey.
Digital Customer experiance now is the key for successful Digital transformation.
this presentation forces on the importance of the digital customer experience and the main integrants of exceptional customer experience
The 5 Competencies for Customer Journey MappingQualtrics
Customer journey mapping brings design thinking into your organization to identify and solve key pain points your customers face. In our new webinar, 5 Competences for Customer Journey Mapping, you’ll learn how to map customer journeys and bring them to life: from recruiting your team to integrating mapping into your Voice of Customer program.
This deck consists of total of thirty four slides. It has PPT slides highlighting important topics of Customer Journey Powerpoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation.
The Connected Consumer Journey: Navigating The MeleeAleesha Tully
Pre-digital advertisers just didn’t have to deal with the myriad of channels and touch points that we have today. And if you’re responsible for marketing a brand – this can be pretty overwhelming. This presentation takes a look at how simple, human, thinking can add clarity to consumer journey planning.
Improving Online Experiences - The Customer Journey Report 2014Smart Insights
How good is the online experience you offer to your website visitors. This Slideshare reviews the 'state-of-the-art' of measuring and managing customer journeys.
Presented by Dave Chaffey of Smart Insights at Ecommerce Expo 2014 customer journeys - dave chaffey - smart insights
New research proves consumers prefer brands that offer unique experiences. Many are even willing to pay more for unique brand experiences. Check out our global research on brand experience trends and learn how to apply these insights to your brand.
This is a lesson from a marketing course I teach for business admin. students. It analyzes the concept of segmentation using Nirmalys Kumar's 3Vs based on the book Value Merchants.
Despite popular buzzwords like "integrated", "holistic" and "cross-functional", most of the marketing world is still operating within silos. Especially, behemoth brands who have the dollars to fund innovation, but lack the agility needed to bring internal structures, standards and technologies up to speed with modern demands.
In this talk, Alex Lirtsman, Cofounder and Chief Strategist at Ready Set Rocket, and Matt Butlein, Chief Vision Officer at Nuts.com, will provide an actionable approach to building omnichannel teams and goals. They'll discuss the challenges presented from recruitment, technology and project-planning standpoints, as well as the changes their companies have undergone to counteract them.
Attendees will walk away with answers to the following:
- What tools and technologies are revolutionizing the way we integrate work streams and compile, analyze, connect and act on data as an entire organization?
- What accurate, actionable benchmarks should be set in order to best motivate cross-department collaborations v.s. department silos?
- How can brands and vendors facilitate integrated relationships, and make sure that teams are working closely with one another rather than owning separate parts?
Customers increasingly expect a cohesive experience with your brand. Winning and retaining customers is dependent upon the totality of these experiences. Take a look at the not-so-distant past and how consumer expectations have shifted and matured in this quick review of what customer journey mapping is and why it's critical to optimizing engagement.
Describes the five phases of the customer journey and where marketing needs to gouts its attention. How to check a brands performance along the consumer journey.
Digital Customer experiance now is the key for successful Digital transformation.
this presentation forces on the importance of the digital customer experience and the main integrants of exceptional customer experience
The 5 Competencies for Customer Journey MappingQualtrics
Customer journey mapping brings design thinking into your organization to identify and solve key pain points your customers face. In our new webinar, 5 Competences for Customer Journey Mapping, you’ll learn how to map customer journeys and bring them to life: from recruiting your team to integrating mapping into your Voice of Customer program.
This deck consists of total of thirty four slides. It has PPT slides highlighting important topics of Customer Journey Powerpoint Presentation Slides. This deck comprises of amazing visuals with thoroughly researched content. Each template is well crafted and designed by our PowerPoint experts. Our designers have included all the necessary PowerPoint layouts in this deck. From icons to graphs, this PPT deck has it all. The best part is that these templates are easily customizable. Just click the DOWNLOAD button shown below. Edit the colour, text, font size, add or delete the content as per the requirement. Download this deck now and engage your audience with this ready made presentation.
How building brands in now beyond not just quality messaging, but even image projection or 'emotional layers'. A workshop at the Mudra Institute of Communications, Ahmedabad (MICA)
25 Pricing Strategies for Subscription and Online CommerceOneBill
25 innovative pricing strategies for a subscription business.
As more and more companies transform their business to a subscription model, there is one important strategic element that is largely overlooked: PRICING STRATEGY.
This 25-page e-book offers:
* Creative ways of offering pricing models with examples
* Inspire you to try one or more or combination of many to suit your business
* Learn the importance of pricing strategy to increase customer base and revenue
* Adopt a subscription platform approach for running your subscription billing automation than just sending recurring invoices to your customers.
Service Branding
Designing for distinction
Abstract:
Designing human-centric is a wonderful thing, but leads in similar situation to similar results. However, especially large scale services need to be distinct to stick out in the competitor field. This presentation features a framework and applied case studies on Service Branding – how to create a signature experience through the process of combining service design and branding – leaving customers with a unique story they can experience first-hand.
Innovation:
Uniting two different fields that are closely related but yet in practical terms are rarely collaborating: The field of marketing communication and branding with a need for image, differentiation and preference („shaping expectation“), and the field of service design and human centered design with a need for utility, usefulness and desirability („shaping experiences“). In this unique combination, Service Design and its methods become even more relevant in a broader business context.
What 'Doodlers' and 'Coders' can teach Business about Experience DesignCandy Bernhardt
If you are a key leader in your business, you might wonder why creatives and developers can be so argumentative about seemingly straightforward feature requests for your site. Likewise, if you are one of the talented people doing the actual design and code work, it can often be frustrating when “suits” don’t understand the fundamentals of good user experience. It’s time for an intervention!
We at BBH Stockholm are stellar when it comes to designing digital products and services. But actually, the interface is just the tip of the iceberg and a lot happens under the surface before any sketch is drawn or line of code is written.
The service design handbook guides you to the tools and methods of improving customer experiences and leveraging brand value with seamless customer journeys. It shows how we can use customer journey understanding as a tool to empathise and find new opportunities to delight customers. We reveal our recipe for success for creating products and services that are not only desirable, but also make business sense and are feasible from an organisational and technical perspective.
This handbook also goes beyond the hard facts, and takes into account the ecosystem in which these services are built — the organisation. Design thinking, in other words creative problem solving through empathy and experimentation, requires a supportive organisational structure, agile leadership and a culture that encourages entrepreneurship and initiative.
We hope you enjoy reading our handbook as much as we enjoyed compiling it!
--
bbhstockholm.se
SUMMARY
“Our job, says Amazon CEO Bezos, is to invent new options that nobody’s ever thought of before and see if customers like them.”
The World’s Most Innovative Company - Fast Company March 2017
Deloitte and Touche found that customer-centric companies were 60% more profitable compared to companies that were not focused on the customer. Having a strong company wide customer focus is more important than being agile alone to create high-performance design. Learn how to keep the customers needs, emotions and behavioral actions at the center of every design to generate the most value. Harvesting insights from feedback and driving them back into the customer experience with speed at scale makes a company innovative and agile.
Understanding the mindset driving this way of working is the key to creating high-performance design. Embodying this mindset will give you the power to create a customer-centric culture where you are free to rapidly test and ship your most innovative ideas daily, ultimately delivering more value to your customers sooner.
AT THE END OF THIS WORKSHOP, YOU WILL BE ABLE TO
Describe a customer-centric design process.
Outline and identify your customer feedback learning loop at every step of the design and product development process to drive continuous innovation, optimization and value.
Explain and embody the mindset that drives the culture, team, process, tools and technology choices required to build this customer-centric future.
Solvy - a new payment experience, IxDA Milan& Turin June 2018Sketchin
Our talk at the IxDA Milan& Turin Chapter: Solvy - an end to end project of an instalment card for the European market in which we designed the value proposition, naming, branding, customer interactions, app flow and screen flow.
Why you’re a Brand Shaper (knowingly or not) and what you can do about itRupert Platz
Held at IxDA Berlin, Nov 19 //
What do you feel when you hear the B-word?
The term „brand” often translates to us designers as “annoying regulations from the marketing department” or “some generic Powerpoint voodoo before we get to the real thing”.
But most of all, as Marty Neumeier put it, a brand is „a person‘s gut feeling about a product, a service, or an organization“. A gut feeling that will affect this person’s decisions and actions. That’s why organizations care about their brand and try to influence how people feel about them.
Now trying to influence people’s gut feelings about a product or service is something we’re quite familiar with – we call it “Experience Design”. That’s why we shouldn’t leave the task of caring about the brand to marketers alone and just grudgingly follow their style guides. The interactive products and services we design will influence our user’s brand perception more profoundly than award-winning campaigns or fancy image videos can.
So if brands are such a big deal and we’re all at least co-shapers of brand perceptions – deliberately or not -, why does the B-word almost never appear in our UX discussions and frameworks? In this talk, I’d like to share my ideas on how we can leverage the brand perspective to make sound design decisions and create better experiences.
Marketing Your Station is a PDF of materials from a one-day workshop for personnel from local radio and TV stations.The same presentation is available with embedded links through my website, BrainSnacksCafe.com.
25 Lenses for Customer Experience - PeopledesignPeopledesign
We can't actually design a person’s experience – we create opportunities to affect an experience. If we think proactively and strategically about a user or customer experience, we increase the odds of improving it.
How do branding and service design fit together? While one concept manages expectations, the other manages experiences. Combining both approaches allows creating brand experience for the benefit of customers as well as for companies. The concept of ‘Brand Services’ are “give-away services” that address relevant user needs and at the same time convey a brand message. In this talk and hands-on exercise, Christian Vatter shows how creating value for people and promoting business goes hand-in-hand.
Christian Vatter is user psychologist and brand consultant. He founded Rlevance Consulting, a human centered business consultancy with a specialty in creating meaningful brands and value-adding customer experiences. In his work he often combines service design with branding techniques to create sustainable bonds with customers. He wrote various articles on this topic and speaks at international conferences.
Service Design 101: Innovating and Improving the Customer ExperienceBluespire Marketing
During this Bluespire TrendLab webinar, you’ll learn the basic principles and philosophies of service design, along with how service design can help uncover impediments to great consumer experiences.
Main themes of the webinar included:
• The four main principles of service design and how they build off and support each other
• How organizations realize full opportunities by including service design into development processes
• How service design can help uncover impediments to great consumer experiences
Demystifying UX, CX and Digital TransformationMelissa Wilfley
I presented this talk for the WPP/Wunderman Thompson Singapore educational series.
In order to get your organisation, team and/or agency to enable digital transformation through customer experience you need to level-set definitions and get everyone on the same page on what these terms mean. This talk is meant to help you understand:
1. The difference between UI / UX / CX
2. Importance of Customer Experience Management and CX Business Strategies
3. How CX fits into Digital Transformation
As services become more interconnected across channels and devices - and more importantly across time and space - it’s becoming increasingly important to find ways to gain insight about customers’ interactions with your product or service.
In this talk, I focus on the power and peril of the touchpoint - where customers connect with your product or service. I discuss how to orchestrate these moments across increasingly complex journeys.
Service Design 201: Innovating and Improving the Customer ExperienceBluespire Marketing
During this Bluespire TrendLab webinar, you’ll learn how to develop approaches that allow you to deeply understand consumers’ motivations and apprehensions, as well as how to assess where specific products and services fit into individual consumer journeys.
Main themes of the webinar included:
•Using real knowledge gained from consumer journeys to assess how products and services should fit into the context of journeys
• Gaining insights into how consumer experiences are impacted by sub-optimal employee experiences and how to identify and implement meaningful improvements
• Helpful service design tips, toolkits and resources
Similar to Service Branding – Designing for distinction (20)
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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.
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
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.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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 Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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.
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
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.
1. Brand Management
Brand Strategy
Service Design
Experience Design
Customer Experience
Service Branding –
Designing for distinction
White Paper and Case Study by Rlevance Consulting
6. Designing human centered results
in solutions that »work« for people.
6
But let‘s look a bit more into the details
when designing human centered.
7. Creating a solution for a given situation
7
→ ideal solution for [person × situation]
Situation
Needs Goals Capabilities Restrictions
8. 8
Taking humans as primary measure doesn‘t come without downsides
ideal solution
for [person × situation]
task:
designing for a
commercial situation
similar solutions for
competing brands
HCD
Brand A = Brand B = Brand C
9. 9
Resulting in experiences that do not distinguish from each other
Source: Rupert Platz, http://de.slideshare.net/r000pert/why-youre-a-brand-shaper-knowingly-or-not-and-what-you-can-do-about-it?
10. 10
Especially important for large-scale services offers, you do not want the
same experience as your competitor
12. 12
When creating service experiences, it is not
enough to design for human centeredness.
To ensure economic survival, it is vital
to design for distinction.
22. »Fueling a life full of daring«
22
This meaning is packaged as »brand idea« which guides the building of a
brand
23. 23
Creating brands, the very simple version
implementationstrategyresearch
find relevant aspects
looking at customers,
offer, competitors
focus aspects
on a crystal clear
brand idea
attractive,
differentiating authentic
deliver the brand idea
consistently
across touchpoints
& time
25. 25
What are the mechanics of how a brand
can deliver its idea?
26. 26
How can brands deliver their idea?
hearing about it
non-direct, second-hand information
seeing it
direct, first-hand information, static
using it
direct, first-hand information, responsive
»I heard about John«
»I‘ve talked to John, now I know what he is like«
»I‘ve seen John, I know who he is«
27. 27
Service brands can focus on options that product brands hardly use:
The service experience
hearing about it
seeing it
using it
Product Brand Service Brand
hearing about it
seeing it
using itexperience branding
communication
branding
30. 30
Using the brand idea to »speak to people« through situations of product/
service usage
Situation A
Brand Idea
Situation B
Situation C
Situation D
31. 31
In addition to translating the brand idea as usual into messages and
appearance, we translate it additionally into distinct…
micro services
action/reaction
behavior
features
SITUATION
Goal: to evoke desired thoughts and emotions
according to the meaning of the brand
32. 32
Designing for distinction: Human Centered Design combined with branding
improved solution
for [person × situation],task: designing for a
commercial situation
Improved offer
providing a distinct
experience to
competing offers
„way“ of improvement
according to brand idea
HCD
Branding
33. Framework Branded Customer Experience/Service Branding:
Creating value for the user
Using human centered design
methods to improve customer
situation
Building a distinct brand
Making these improvements
expressions of the brand idea
+
Giving value to customers while building brands
35. 35
Study Brand Experience Airlines
– Airlines strive to be brands, but mostly distinguish via design and
communication, the experience they provide is more or less the same
– Conducted an ethnographic study of 8 European airlines: experience journey,
pain points, brand perception
– Created service branding ideas for Lufthansa & easyJet
37. 37
TV commercial easyJet 2013
TV commercial easyJet: https://www.youtube.com/watch?v=f2cbLjab_FM
38. 38
Two very different brand positionings
Bringing German reliability
and precision into air-travel*
*) from interviews and communication analysis
Everyone can enjoy
time away affordably*
39. 39
Insight and brand idea
Creating value for the user
An air-trip is a complex process
full of uncertainties. For most
travelers, predictability and being
in the know helps a lot.
The brand idea
+ Bringing German reliability and
precision into air-travel
40. Opportunity to create value
There is a trade-off between not wanting to wait too long at the
airport and not wanting to miss your flight. This dilemma is a source of
stress.
41. Idea
To take away the feeling of insecurity, Lufthansa helps with the
Travel Companion: An app that provides necessary information. It
also shows how long it takes to airport with different modes of
transport.
42. Opportunity to create value
Settling in your seat is when you have finally made it after all the stop
and go, and the journey is about to begin. This is a very sensitive
moment.
43. Idea
Lufthansa celebrates this with a new ritual, a very simple printed
schedule of the services planned – taking away uncertainty, as many
people like to sleep, but do not want to miss food and drinks.
44. 44
Insight and brand idea
Creating value for the user The brand idea
Everyone can enjoy
time away affordably+Any air trip offers the opportunity
to do exciting things, meet
friends and enjoy your time away.
45. Opportunity to create value
People are often looking for getaways, and not necessarily need to
travel to a certain destination. Also, it is more about activities and
weather than a specific destination. This is why they are flexible with
dates but have a fixed budget.
46. Idea
easyJet provides the Trip Alert: Users define certain criteria, including
a price point. When all criteria are matched, the user is notified about
his ideal trip, providing the feeling of great value.
47. Opportunity to create value
An air-flight is about the things you do at the destination. For private
travelers this is meeting people and doing great things. Although
planning is fun most find the time for it only in the plane.
48. Idea
The easyJet Trip Planner finds friends at the destina-tion through
Facebook. It is also a bookmarking tool for activities, restaurants etc. at
the destination. It increases the joy when looking forward to the trip.
49. Idea
The easyJet Trip Planner works in offline mode, so people can finally
plan the trip in the plane, matching people and activities and create
an itinerary. This way, easyJet increases the enjoyment of the trip.
50. Through Service Branding two very different stories delivered
50
an enjoyable time
away, affordably
German reliability and
precision
53. Framework Branded Customer Experience/Service Branding:
Creating value for the user
Using human centered design
methods to improve customer
situation
Building a distinct brand
Making these improvements
expressions of the brand idea
+
Giving value to customers while building brands
54. 54
With Service Branding we create value for users
and also for our clients – delivering a sustainable result
User
needs
Business
needs
55. 55
making companies relevant for people
Illustrators Icons (Nounproject): Herbert Spencer / Stefan Kovac / Ates Evren Aydinel / Creative Stall / Francielly Costantin Senra / DKHN / Inn Style
Rlevance Consulting
Christian Vatter
cv@rlevance.com
Berlin, Germany
www.rlevance.com
all intellectual property rights reserved