Digital should not necessarily lead the creative brief. Brands should focus on developing a strong big idea that can be leveraged across all media, including digital. A digital mindset is important and means fostering ongoing relationships and engagement with consumers through dialogue and transparency. Brands must listen to consumers and provide ongoing value in order to nurture long-term relationships that can influence others through word-of-mouth and social sharing.
Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation we noticed several trends that led us to change the title to Ádvertising is Dead´. Every new technology has a shorter curve from introduction to irritation. It´s time for a new approach, which we call the Attraction Model.
We are available to present at your conference or event too.
Presentation given at the Inspire 2009 conference in Bucharest. Originally intended to be titled ´What if there was no TV´, during the preparation we noticed several trends that led us to change the title to Ádvertising is Dead´. Every new technology has a shorter curve from introduction to irritation. It´s time for a new approach, which we call the Attraction Model.
We are available to present at your conference or event too.
Print Power Italy commissioned Lorien Consulting to carry out research on the Italian market, on stakeholders and influencers, investors, companies and media centers with the goal of mapping the perception and effectiveness of different media, identifying criteria and reasons for communication and marketing planning choices which underline the values linked to printed media.
How to build an engagement strategy around the interactive platform of a FMC...ColinGodefroy
1. The emergence of a new communication environment
2. Engagement: the new grail of communication strategies
3. How can be integrated an engagement strategy in a FMCG company?
Medialets H1-2014 Mobile & Tablet Advertising Benchmarks ReportMedialets
The H1-2014 Medialets Mobile and Tablet Advertising Benchmarks report includes analytics derived from more than 300 billion data points occurring between January 1st and June 30th, 2014 on Medialets' mobile and tablet ad serving platform.
Hub spot released this list of great stats, charts and graphs and we think it's important for everyone dealing with Digital Marketing to see and understand.
Print Power Italy commissioned Lorien Consulting to carry out research on the Italian market, on stakeholders and influencers, investors, companies and media centers with the goal of mapping the perception and effectiveness of different media, identifying criteria and reasons for communication and marketing planning choices which underline the values linked to printed media.
How to build an engagement strategy around the interactive platform of a FMC...ColinGodefroy
1. The emergence of a new communication environment
2. Engagement: the new grail of communication strategies
3. How can be integrated an engagement strategy in a FMCG company?
Medialets H1-2014 Mobile & Tablet Advertising Benchmarks ReportMedialets
The H1-2014 Medialets Mobile and Tablet Advertising Benchmarks report includes analytics derived from more than 300 billion data points occurring between January 1st and June 30th, 2014 on Medialets' mobile and tablet ad serving platform.
Hub spot released this list of great stats, charts and graphs and we think it's important for everyone dealing with Digital Marketing to see and understand.
Planning and measuring social media strategiesLander Janssens
Allen Kevin, Head of Global Planning, Proximity London @ Relationship Marketing congres (Stichting Marketing)
If you Google the phrases ‘social media marketing’ and ‘buzz marketing’ you get 3.2 million references. So much talk, but in reality so little knowledge or real understanding. Who can name three successful social media campaigns? When advertisers ask how success can be measured, what should you say? When you are planning a communication strategy, where do social media fit?
‘social media’ has exploded to the point that the phrase does not help us create more effective strategies or better work. The presentation will propose a simple framework that everyone can use for planning and measuring communications that use social media; it will show a number of case studies that show how effective social media can be when properly integrated into a wider campaign; and it will look at a few brands that are going further and making social media a core part of their business model.
http://www.proximitylondon.com
http://www.relationshipmarketing.be
http://www.stichtingmarketing.be
VFM Leonardo has just released the results of its first Hotel E-Business Survey which provides a revealing look at what hotel e-business professionals are spending their online marketing budgets on. The survey unveiled some fascinating trends. Interestingly, the features that many e-business professionals are currently using do not align with those that they believe to be most effective.
64% of respondents believe that “hotel tours (combinations of guided spin, zoom imagery, videos or animation)” are very effective yet only 41% have deployed this tactic.
At a glance, the most effective rich media merchandising and social media tactics include:
* User ratings and rankings: 67%
* Hotel tours (combinations guided spin, zoom imagery, videos or animation): 66%
* User comments and reviews: 64%
* Videos for merchandising, advertising and demonstration: 60%
* 360 degree spins/panoramas: 49%
Ipsos ASI paper reveals how and why consumer-centric approaches create an emotional response and improve brand relationships.
Marketers want their brands to resonate with consumers, however many brands fail to establish strong consumer connections, focusing too much on a brand USP (unique selling proposition), on segmentation targeting, and a brand-centric approach.
But there are also several examples of brands which have demonstrated the success of consumer-centric approaches. Learn more about how these brands have tapped into what consumers want to feel by reading our latest Point of View.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
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Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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1. Should Digital Lead the Brief?
Peter Haslett
Ipsos ASI, Head of Digital Strategy, Western Europe
2. S H O U L D D I G I TA L L E A D T H E B R I E F ?
“
What turns me on about the digital age,
what excited me personally, is that you have
closed the gap between dreaming
and doing. You see, it used to be that
if you wanted to make a
record of a song, you needed
a studio and a producer.
Now, you need a laptop.
– Bono ”
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3. S H O U L D D I G I TA L L E A D T H E B R I E F ?
Is it the digital medium or the digital mindset that is more important?
We think it is the mindset that helps brands to better develop and nurture
relationships with its (potential) customers.
Yes, ‘Digital’ is increasingly integrated into peoples’ lives, especially as
technologies like TV, mobile, tablets and computers continue to converge.
And, we have all read the ‘headlines’ about
how digital has changed, and continues to
rapidly change, the marketing landscape.
Media fragmentation is leading to a
challenging battle for the attention of an
‘always-on’ consumer, who now has, greater
control over how they engage with brands.
And yes, digital is on every marketers’ radar, and investment in digital advertising is
rising in comparison to other media: this trend is expected to continue.
Share of Total Ad Spend by Media
(% of total)
2010-2014
2014 17 8 40 7 7 21
2013 17.6 8.4 40.3 6.9 6.8 19.4
2012 18.7 8.9 40.3 7 6.9 17.6
2011 20 9.4 40.24 7.2 6.8 15.9
2010 21.3 9.9 39.9 7.2 6.7 14.4
Newspapers Magazines Television Radio
Cinema Outdoor Internet
Source: Zenith Optimedia
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4. S H O U L D D I G I TA L L E A D T H E B R I E F ?
We have even seen the extreme where a brand budgets their entire advertising spend
against digital. But does this foreshadow a “new normal” where digital
media should be the lead for the creative brief? Should advertisers be
focusing on creating their digital ads first before focusing on ads for
other mediums?
For some brands, the right strategic decision might be to push digital to lead the
brief. For others, however, it really may not be appropriate. The reality is that the
new marketing landscape, or the “new normal”, is both consumer-centric and
multi-media (not just digital). As John Hallward, President of Research Evolution,
recently noted, “focus the advertising on the need-states in each consumer’s life in
which the brand wishes to come to mind. Then establish the link between this
need-state and your brand”. So, the new normal is about recognizing that consumers
“want it all”...where and when they want it. They want experiences – to be
engaged, to be entertained, to be involved. But they want it (and can have it)
on their terms.
In our opinion, focusing on the digital medium above other mediums to ensure
consumers get what they want is a wayward approach. We shouldn’t be asking
ourselves which mediums work, but which Big Idea works. Because at their best
Big Ideas are consumer centric and inspirational. With this in hand, you have the
creative fuel to build a brand across all media, including digital.
4
5. S H O U L D D I G I TA L L E A D T H E B R I E F ?
But digital definitely facilitates interactions between people and
brands, and with the right Big Idea consumers will be more willing to
share content related to your brand that they have interacted with. For
instance, retransmission did not start with the advent of digital age. People have
been sharing experiences and opinions about brands and advertising since there
were brands and advertising. Our database analysis continues to demonstrate the
impact of Word of Mouth (WoM) as an important form of retransmission, and is,
in fact, the most powerful driver of desired behaviour and attitudes.
Recall X Impact
This is an averaging of many different campaigns.
It is a generalized summary of how each TP works.
Most Important
in Campaign
70%
Product TPs removed
Percentile Rank is on Purchase Intent or Average Equity
W o Mouth
60% and all other
Touchpoints re-
Average Percentile Rank (%)
percented to 100% Flyer
50% In-Store/Island Display P. o. Sale
News Item/PR (Earned)
Magazine Transit Promotion Television
40%
Sample Website Visitation
Posters Newspaper
Radio
Coupon Digital ads
30% Billboard
Direct Mail Event Sponsorship
Cinema
20% Email
High Recall,
but Low Impact
10%
0% 5% 10% 15% 20% 25% 30% 35%
Average Recall (%)
However, digital has exponentially increased the ability for one person to speak
to many, and for one (or many) to interact directly with brands and branded content.
And, digital facilitates consumer-brand connections (should this be desirable)! The
brands that forge the fresh and relevant connections (links) from one
experience to another (without creating roadblocks or avoidance)
should succeed.
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6. S H O U L D D I G I TA L L E A D T H E B R I E F ?
“ With everything we do,
we should be engineering
the best path to the
next experience.
– Bud Caddell, Deutsch LA
”
That all said the “Digital Mindset” is indeed critical for the development
of the creative brief in this new marketing landscape. Full stop.
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7. S H O U L D D I G I TA L L E A D T H E B R I E F ?
So What is the “Digital Mindset”?
It is not really about digital the medium per say, or about the spend for the medium.
It does not presuppose a superiority of any one medium to deliver on brand objectives.
It is easily rooted in the following – Digital embraces the reality of a Pull World:
PULL WORLD
Fosters Communities of Consumers
Dialogue
Engagement
Transparent Communications
Co-Created with Consumers
Brand Stewardship
But what does this mean? What are the implications for the planning process and
the development of the creative brief? Fundamentally it means marketers must focus
on the relationship they have with their consumers and on how they can leverage
these relationships to influence others with what digital clearly facilitates -
interaction and retransmission.
7
8. S H O U L D D I G I TA L L E A D T H E B R I E F ?
First, start by enabling a Relationship
To succeed within the “new normal” brands need to be in ongoing relationships
with people, and their consumers. But despite having more options to create direct
one-to-one connections with consumers, many brands have yet to move beyond
simply having Facebook page, or a Twitter feed where they continue to simply
push messaging, just in a different space. This will not succeed longer term.
Passionate and interactive brand-consumer relationships definitely do exist across the
digital medium. But there is significant evidence that brands might simply be speaking
to the converted. Many people simply do not engage directly with brands in this way,
and this includes the people who are “hooked” or impacted by and perhaps even
advocate a great creative idea pushed through the most traditional of channels (of
which, digital display is one for the purposes of this argument), but simply do not
want to engage online any further. These people cannot be forgotten.
Depth of
participation
Create
Comment
Follow
Share
Like
Scale of
Evangelists Fans Mainstream participation
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9. S H O U L D D I G I TA L L E A D T H E B R I E F ?
To enable relationships with a broader set of consumers, brands should
leverage what fans or evangelist are doing in broader reach mediums to excite
and engage consumers who can then aspire to “live vicariously through the
experiences of others”. Because consumers are increasingly seeking
experiences, even if it is to share in the experiences of others.
This means that brands need to ensure they are also working to reach and
impact other users, as well as potential users. To this end, in addition to
broader reach mediums, there is a need to manage “social proof” -
messages that gain power as a result of being retransmitted by someone
known and trusted. Social proof, as earned media, is broader than incremental
reach because of the potential impact on consumers’ brand associations and
perceptions. Remember, perception is reality.
It also means that brands should listen, learn, and leverage the insights and
connections that come from our most intimate interactive relationships. We
can certainly work to ensure those most intimately engaged are indeed
valuable evangelists (advocates retransmitting) for your brand. But we must
also work collectively to create and leverage connections to facilitate and
better manage interaction, when, where and how the consumer wants it.
“
Don’t underestimate
the power of paid for
media to invite, document and publicise
people’s participation
to a wider audience.
– Martin Wiegel, Head of Planning, W+K, Amsterdam
”
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10. S H O U L D D I G I TA L L E A D T H E B R I E F ?
Then Nurture that Relationship
And, as we stated earlier, digital has been called a “bridge” to the next experience.
The key to nurturing relationships is to identify and customize
community connections and then let them build organically. It requires
brands to be immediate, in the moment and in the know. It also means
that brands provide ongoing value to consumers’ experiences, perhaps their lives.
And the content is always fresh. It is a long-term commitment on the part of brands,
but it should result in a long-term relationship with consumers.
Why did you unlike or unfollow?
content was boring 35%
posts too frequent 31%
content not relevant 30%
content was repetitive 28%
only liked for one time offer 26%
Source: Ipsos ASI - Social Media U&A Survey July 2012
A home grown UK success, Innocent (www.innocentdrinks.co.uk), started by selling
juice at a music festival. Over the course of the weekend, the founders asked music
festival goers to vote to determine if they should quit their current jobs and start
making juice full time, or continue with their “day jobs”. At the end of the festival,
attendees voted overwhelmingly in the career change. And Innocent never went
back on its human approach to connecting with and listening to consumers as they
developed new products, new knitting patterns for their juices, and new community
initiatives. The result – they were named the #1 brand on the Headstream
Social Brands 100 list for 2012.
10
11. S H O U L D D I G I TA L L E A D T H E B R I E F ?
Evian is extending the “Roller Babies” phenomenon, and its brand’s youthful vitality,
into a global effort. Together with their brand advocates they are trying to create
the longest music video ever called Let’s Baby Dance (http://www.letsbabydance.
evian.com/). They are currently at 9h54m45s and counting.
Dell leverages the ripple effect resulting from enabling organic discussion about
product development and improvement through IdeaStorm - a powerful fuel for the
organization to do more. Starbucks has taken its coffee shop conversation out of
the store and to mystarbucksidea.force.com to build better coffee shops.
What is common to the examples above is that each brand understood
the importance of building and nurturing relationships with people
within the implementation of their brand’s Big Idea. They also recognized
the value of leveraging those relationships across media and touchpoints
cohesively and consistently as a means to engage a broader audience.
“
Our challenge is that a lot
of people think of TV, print
and billboards, and try to apply
that to Facebook
Case in point
– Paul Adams, Global Head of
Brand Design at Facebook
”
Have you noticed the Nike tagline lately? It is not “Just do it”, and it hasn’t been
for a while. It has evolved to “Game On, World” for Nike+. Nike+ started as a
simple “app” to track runs but has resulted in so much more. Nike+ has connected
a digital community globally. But it reaches beyond the digital community to inspire
everyone to “Find Your Greatness and Make it Count”. Game on.
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