Amazon plays a key role in an integrated marketing communications plan for the French fashion retailer Fruitrouge. The plan aims to drive traffic to Fruitrouge's new store on Amazon, convert visitors to customers, and strengthen the brand. Key elements include pay-per-click ads on Amazon, guest bloggers, exclusive offers for Amazon shoppers, social media advocacy, and competitions to build the online consumer community. The 6-month multi-channel plan leverages Amazon's brand and marketplace to increase Fruitrouge's visibility, sales, and customer loyalty.
Super Charge Social Commerce with SocialRoot + Shop The Feed by Kiere Media Elizabeth Wahler
Kiére Media, Inc., launched two stand alone social engagement solutions, that work great individually, and even better together, to enhance B2B social commerce conversions and marketing efforts.
Shop The Feed: Solves the Instagram Data Gap
SocialRoot: Finds and Calculates Relationships Relevant to Your Brand
51 Types of Marketing Strategies in Use TodayPeter vinosh
An organization's strategy combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the product mix in order to achieve the maximum profit and sustain the business. The marketing strategy is the foundation of a marketing plan.
Macy's is working to attract the millennial generation through various marketing strategies and retail initiatives. These include My Macy's, which customizes each store's merchandise to the local community, Omnichannel, which integrates store, website, and mobile commerce, and MAGIC selling to provide a personalized customer experience. Macy's is also expanding its private label brands, currently making up 5-10% of brands but planned to be 50%, targeting millennials. However, competitors like H&M, Zara, and Nordstrom may have an edge through fast fashion strategies of more frequent new styles at lower price points.
Marketers have been slow to adapt to a post-campaign world where the old familiar rules of brand-building are obsolete. To connect with customers today marketers must not only manage channel complexity, they must make the brand more relevant and central to their lives.
1. The document outlines a business plan for Textatradesman.com, a marketplace that connects local tradespeople and businesses to customers via text messaging and optimized mobile websites.
2. It describes the company's achievements to date, including developing over 100 specialized websites and marketing demonstrations, and outlines next steps such as recruiting tradespeople at construction events and implementing marketing strategies.
3. Financial projections estimate that if just one tradesman in each of the company's 3000 identified locations joined, it could generate over £54 million in revenue, though actual returns may be lower.
fe.ed a social media company for further educationSteven Rick
fe.ed is a social media specialist company tailored for the Further Education sector. They understand the pressures of FE and have developed techniques to help colleges connect with learners, employers, and other stakeholders through social media. Their services include auditing a college's digital presence, running targeted three-month digital PR campaigns, and providing bespoke long-term support to help colleges become self-sufficient with social media marketing. They showcase real impact through analytical data and case studies of successfully generating leads and building communities.
Super Charge Social Commerce with SocialRoot + Shop The Feed by Kiere Media Elizabeth Wahler
Kiére Media, Inc., launched two stand alone social engagement solutions, that work great individually, and even better together, to enhance B2B social commerce conversions and marketing efforts.
Shop The Feed: Solves the Instagram Data Gap
SocialRoot: Finds and Calculates Relationships Relevant to Your Brand
51 Types of Marketing Strategies in Use TodayPeter vinosh
An organization's strategy combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the product mix in order to achieve the maximum profit and sustain the business. The marketing strategy is the foundation of a marketing plan.
Macy's is working to attract the millennial generation through various marketing strategies and retail initiatives. These include My Macy's, which customizes each store's merchandise to the local community, Omnichannel, which integrates store, website, and mobile commerce, and MAGIC selling to provide a personalized customer experience. Macy's is also expanding its private label brands, currently making up 5-10% of brands but planned to be 50%, targeting millennials. However, competitors like H&M, Zara, and Nordstrom may have an edge through fast fashion strategies of more frequent new styles at lower price points.
Marketers have been slow to adapt to a post-campaign world where the old familiar rules of brand-building are obsolete. To connect with customers today marketers must not only manage channel complexity, they must make the brand more relevant and central to their lives.
1. The document outlines a business plan for Textatradesman.com, a marketplace that connects local tradespeople and businesses to customers via text messaging and optimized mobile websites.
2. It describes the company's achievements to date, including developing over 100 specialized websites and marketing demonstrations, and outlines next steps such as recruiting tradespeople at construction events and implementing marketing strategies.
3. Financial projections estimate that if just one tradesman in each of the company's 3000 identified locations joined, it could generate over £54 million in revenue, though actual returns may be lower.
fe.ed a social media company for further educationSteven Rick
fe.ed is a social media specialist company tailored for the Further Education sector. They understand the pressures of FE and have developed techniques to help colleges connect with learners, employers, and other stakeholders through social media. Their services include auditing a college's digital presence, running targeted three-month digital PR campaigns, and providing bespoke long-term support to help colleges become self-sufficient with social media marketing. They showcase real impact through analytical data and case studies of successfully generating leads and building communities.
This document provides an introduction to the third annual WPP BrandZ study on the Top 20 Most Valuable Global Retail Brands. It highlights key themes shaping retail today, including the shift to smaller store formats, pursuit of growth in fast-growing markets, and the transformative impact of digital technology on the shopping experience. The study includes profiles of top brands and commentaries on topics like understanding the new consumer journey and managing e-commerce businesses in today's changing retail landscape.
The document discusses how mobile marketing is no longer just for big brands and large budgets, but is accessible to small and medium-sized enterprises as well. It provides tips for how smaller businesses can get started with mobile marketing, such as focusing on their target audience's needs, segmenting customers, using DIY tools to save costs and build agility, and building a customer loyalty program to nurture customer data. An example is given of a watch store that was able to quickly build a database of 4,000 mobile numbers and saw success with a subsequent SMS marketing campaign.
HOW B2B COMPANIES CAN USE A CONTENT MARKETING AGENCY TO STAND OUT FROM THE CR...Tomorrow People
In our hyper-competitive world, standing out from the crowd has never been more important. Financial results from the world’s biggest advertising network WPP, run by ad boss Sir Martin Sorrell, underscore the importance of differentiation in today’s challenging economy.
The RE-ENGINEERING OF MARKETING & SALES 2016...Bringing down the 'silos'Paul Stanley
Utilizing the historic model when brands were in power; brand loyal consumers, brand domination of the sales channels and advertising was king,we now look at how one might re-engineer that historic model to deliver '360 brand power once again in today's world.
It's also a means of truly integrating marketing & sales which in turn 'brings down the silos' at both the manufacturer and their agencies.
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark
The needs, desires and priorities of affluent customers are shifting. No longer limited to “ladies who lunch”, today’s consumers of luxury goods are a diverse mix including
demanding millennials, busy businesspeople and conservative, mature shoppers. These individuals are highly marketed-to and they have plenty of choices. Their time is of utmost value to them. Today’s consumers, especially the younger generation, value experiences over material goods: 72% of millennials would rather spend their money on experiences than on products. (JWT Worldwide)
For more information, visit www.raymark.com.
Internet advertising can drive offline sales increases. An analysis by Applied Predictive Technologies (APT) found that online ads led to a statistically significant lift in overall sales at physical stores, including sales of both advertised and unrelated impulse buy items. The degree of sales increase varied by market, with some higher-income areas seeing lifts of up to 4%. Intelligently targeting online ads based on such factors can improve returns on advertising investment.
"From eCommerce to Multi-Channel to Omni-channel: the retail journey in the H...NeilMunzJones
This document discusses the transformation of the home improvement retail sector driven by the rise of ecommerce/multichannel/omnichannel retail. It notes that established retailers like B&Q and Home Depot have significantly increased their online sales in recent years and are dedicating large portions of their budgets to improving their omnichannel capabilities. New online category specialists are also emerging, while Amazon is expanding its home improvement product offerings globally. The document argues retailers must develop strategies to provide seamless shopping experiences across channels and lists questions for retailers to consider regarding their multichannel approach.
The document discusses key topics in marketing including why marketing is important, changes in marketing trends over time, and future trends in marketing. Some of the main points covered include:
- Marketing is crucial for business success as it introduces products/services to potential customers and drives sales. Without marketing, customers would not know about a business's offerings.
- Marketing trends have evolved with changes like population growth, expanded media channels, and increased global competition forcing brands to market across borders.
- The traditional 4Ps marketing model of product, place, price, and promotion has been replaced by a new 4Es model focusing on experience, everywhere, exchange, and evangelism.
- Future marketing trends discussed include transparency marketing
REFERIT’s revolutionary platform leverages the influence of the trusted referrals of friends and family to harnesses the power of mobile app marketing for ultimately increasing the volume and quality of leads to businesses. The mobile app, website, and mobile marketing ecosystem offers a unique app-based method for businesses to reward customers for sharing and promoting their services. REFERIT® embraces the strength of personalized, peer-based recommendations to facilitate trusted referrals among consumers and help eliminate wasted sales and marketing dollars.
REFERIT's advanced mobile technology makes print and e-mail promotions redundant and cost prohibitive. Billions are invested in print, e-mail and social media promoting discounts, offers and rewards. These messages are diluted and obsolete. E-mails are quickly forgotten and printed materials thrown out. We've developed our Referral Ecosystem to be simple, unique, and compelling. Everyone uses the phone to run their life and by putting everything on their phone we allow referrals to be shared seamlessly.
This document analyzes influencer marketing strategies in the fashion industry based on data from Traackr, an influencer marketing platform. Some key findings:
- Activewear brands like Nike and Adidas perform best, ranking #1 and #2 in VIT across markets. Nike's success is partly due to activating influencers across all tiers, not just VIPs.
- Fast fashion brands like ASOS and Zara also perform well, ranking high in the UK and France. Contemporary brands struggling the most, with none in the top 10 of any market.
- Nano and micro influencers have the highest engagement rates overall. Top-tier influencers have higher than average ERs for
The Integrated Campaign Approach: Tools to Increase the Effectiveness of your...Jann Schultz
Integrated Campaign Approach-presented at the Institute of Fundraising National Convention, London, July 2012. Subject Matter Experts Jann Schultz and Lois Ephraim look specifically at how Operation Smile has integrated direct mail with communication strategies like outbound telemarketing calls, email, voice broadcasts, donor tele-conferences and other touches to improve performance of the DM program.
In 2008, Razorfish explored The Future of Retail for JCPenney. We noted the increasing complexity and sophistication of the global marketplace, and that retailers who have embraced change—leveraging the power of new technologies and media spaces, while putting the customer’s needs, wants, and desires at the center of the experience—have flourished.
For 2010 and beyond, we have updated and broadened this study to provide our point of view on The Future of CRM in general. It is our belief that this discipline offers brands of all kinds the most comprehensive way to thrive in a chaotic marketplace, to take advantage of new technologies, and to leap on important trends and ride them at their crest. CRM is also the master key to picking out high value customers—the ones with influence as well as loyalty—and engaging with them in a sustained fashion.
Conversant what the bleep does personalized marketing really mean?Jim Nichols
Scott Eagle defines personalized marketing as a comprehensive one-to-one communication approach that calibrates brand messages and media based on known facts and predictions about each individual's needs, interests, and behaviors. He argues that true personalized marketing requires seven essential components: 1) ongoing 1:1 relationships, 2) a 360-degree view of each customer, 3) genuinely personalized creative content, 4) individualized delivery across channels, 5) omni-channel reach, 6) individualized media investment, and 7) rich individual user profiles and insights. Eagle concludes by urging marketers to ensure any personalized marketing solutions they use fully achieve this definition and create ongoing personal relationships with every target individual.
Brand+ New Business is a bespoke program built specifically for knowledge-based firms. We develop a brand strategy and recommendations that are focused on delivering new business revenue within 3 to 6 months.
1) Consumers now have more power and influence than ever before due to technology, and they expect flexible, easy-to-use experiences that are personalized and relevant to their interests.
2) Many brands are experimenting with new marketing approaches that engage consumers by allowing them to tell stories, generate content, and collaborate with the brand in new ways.
3) Successful brands are shifting from a channel-focused approach to identifying specific consumer segments and creating authentic experiences across multiple channels to build partnerships with consumers.
Peering Into The Future of Digital AdvertisingVikram Mohan
Digital advertising is evolving rapidly. Marketers are challenged to optimize their budgets across many new channels. This document discusses several emerging digital advertising formats that can help marketers improve efficiencies and results. These include personalized targeting through programmatic real-time bidding, transactional ads that allow purchases directly from ads, dynamic creative optimization to customize ads for each user, in-app advertising to reach users on mobile apps, and native advertising that blends with the design of the platform. These new formats provide opportunities for more targeted, relevant and engaging advertising.
Apresentação de Kátia Tavares (UFRJ) no Simpósio "Linguagem e Educação: a mediação das novas tecnologias" na XVI Semana Interdisciplinar de Estudos Anglo-Germânicos da UFRJ, em 22 de outubro de 2009.
Nationwide driver Johanna Long deflecting Danica comparisonsgivetocharity
Nationwide driver Johanna Long is avoiding comparisons to Danica Patrick. Long is focused on her own career as a driver rather than comparisons. More information about financial planning careers can be found at http://mfa-degree.com/jobs.
How to give students feedback on their notes in starpanelchandlmf
To comment on a student's note, instructors click on the note and select "Comment on Note in Portfolio" from the dropdown menu. This allows instructors to leave comments by dragging their mouse over parts of the note and typing. Comments are saved by clicking "save as final," which emails the student and adds the feedback to their portfolio without affecting the patient's medical record.
This document discusses various elements of mise-en-scene that are used to convey meaning and set the tone in visual media, including costume, light, props, color, makeup, and location. Costume is used to represent a character's traits and era, while light establishes mood and draws attention. Props, color, and makeup enhance the scene and characters. Location depends on the narrative, with some scenes taking place in a single location and others varying.
This document provides an introduction to the third annual WPP BrandZ study on the Top 20 Most Valuable Global Retail Brands. It highlights key themes shaping retail today, including the shift to smaller store formats, pursuit of growth in fast-growing markets, and the transformative impact of digital technology on the shopping experience. The study includes profiles of top brands and commentaries on topics like understanding the new consumer journey and managing e-commerce businesses in today's changing retail landscape.
The document discusses how mobile marketing is no longer just for big brands and large budgets, but is accessible to small and medium-sized enterprises as well. It provides tips for how smaller businesses can get started with mobile marketing, such as focusing on their target audience's needs, segmenting customers, using DIY tools to save costs and build agility, and building a customer loyalty program to nurture customer data. An example is given of a watch store that was able to quickly build a database of 4,000 mobile numbers and saw success with a subsequent SMS marketing campaign.
HOW B2B COMPANIES CAN USE A CONTENT MARKETING AGENCY TO STAND OUT FROM THE CR...Tomorrow People
In our hyper-competitive world, standing out from the crowd has never been more important. Financial results from the world’s biggest advertising network WPP, run by ad boss Sir Martin Sorrell, underscore the importance of differentiation in today’s challenging economy.
The RE-ENGINEERING OF MARKETING & SALES 2016...Bringing down the 'silos'Paul Stanley
Utilizing the historic model when brands were in power; brand loyal consumers, brand domination of the sales channels and advertising was king,we now look at how one might re-engineer that historic model to deliver '360 brand power once again in today's world.
It's also a means of truly integrating marketing & sales which in turn 'brings down the silos' at both the manufacturer and their agencies.
Raymark | Guide: Loyalty and the Luxury ConsumerRaymark
The needs, desires and priorities of affluent customers are shifting. No longer limited to “ladies who lunch”, today’s consumers of luxury goods are a diverse mix including
demanding millennials, busy businesspeople and conservative, mature shoppers. These individuals are highly marketed-to and they have plenty of choices. Their time is of utmost value to them. Today’s consumers, especially the younger generation, value experiences over material goods: 72% of millennials would rather spend their money on experiences than on products. (JWT Worldwide)
For more information, visit www.raymark.com.
Internet advertising can drive offline sales increases. An analysis by Applied Predictive Technologies (APT) found that online ads led to a statistically significant lift in overall sales at physical stores, including sales of both advertised and unrelated impulse buy items. The degree of sales increase varied by market, with some higher-income areas seeing lifts of up to 4%. Intelligently targeting online ads based on such factors can improve returns on advertising investment.
"From eCommerce to Multi-Channel to Omni-channel: the retail journey in the H...NeilMunzJones
This document discusses the transformation of the home improvement retail sector driven by the rise of ecommerce/multichannel/omnichannel retail. It notes that established retailers like B&Q and Home Depot have significantly increased their online sales in recent years and are dedicating large portions of their budgets to improving their omnichannel capabilities. New online category specialists are also emerging, while Amazon is expanding its home improvement product offerings globally. The document argues retailers must develop strategies to provide seamless shopping experiences across channels and lists questions for retailers to consider regarding their multichannel approach.
The document discusses key topics in marketing including why marketing is important, changes in marketing trends over time, and future trends in marketing. Some of the main points covered include:
- Marketing is crucial for business success as it introduces products/services to potential customers and drives sales. Without marketing, customers would not know about a business's offerings.
- Marketing trends have evolved with changes like population growth, expanded media channels, and increased global competition forcing brands to market across borders.
- The traditional 4Ps marketing model of product, place, price, and promotion has been replaced by a new 4Es model focusing on experience, everywhere, exchange, and evangelism.
- Future marketing trends discussed include transparency marketing
REFERIT’s revolutionary platform leverages the influence of the trusted referrals of friends and family to harnesses the power of mobile app marketing for ultimately increasing the volume and quality of leads to businesses. The mobile app, website, and mobile marketing ecosystem offers a unique app-based method for businesses to reward customers for sharing and promoting their services. REFERIT® embraces the strength of personalized, peer-based recommendations to facilitate trusted referrals among consumers and help eliminate wasted sales and marketing dollars.
REFERIT's advanced mobile technology makes print and e-mail promotions redundant and cost prohibitive. Billions are invested in print, e-mail and social media promoting discounts, offers and rewards. These messages are diluted and obsolete. E-mails are quickly forgotten and printed materials thrown out. We've developed our Referral Ecosystem to be simple, unique, and compelling. Everyone uses the phone to run their life and by putting everything on their phone we allow referrals to be shared seamlessly.
This document analyzes influencer marketing strategies in the fashion industry based on data from Traackr, an influencer marketing platform. Some key findings:
- Activewear brands like Nike and Adidas perform best, ranking #1 and #2 in VIT across markets. Nike's success is partly due to activating influencers across all tiers, not just VIPs.
- Fast fashion brands like ASOS and Zara also perform well, ranking high in the UK and France. Contemporary brands struggling the most, with none in the top 10 of any market.
- Nano and micro influencers have the highest engagement rates overall. Top-tier influencers have higher than average ERs for
The Integrated Campaign Approach: Tools to Increase the Effectiveness of your...Jann Schultz
Integrated Campaign Approach-presented at the Institute of Fundraising National Convention, London, July 2012. Subject Matter Experts Jann Schultz and Lois Ephraim look specifically at how Operation Smile has integrated direct mail with communication strategies like outbound telemarketing calls, email, voice broadcasts, donor tele-conferences and other touches to improve performance of the DM program.
In 2008, Razorfish explored The Future of Retail for JCPenney. We noted the increasing complexity and sophistication of the global marketplace, and that retailers who have embraced change—leveraging the power of new technologies and media spaces, while putting the customer’s needs, wants, and desires at the center of the experience—have flourished.
For 2010 and beyond, we have updated and broadened this study to provide our point of view on The Future of CRM in general. It is our belief that this discipline offers brands of all kinds the most comprehensive way to thrive in a chaotic marketplace, to take advantage of new technologies, and to leap on important trends and ride them at their crest. CRM is also the master key to picking out high value customers—the ones with influence as well as loyalty—and engaging with them in a sustained fashion.
Conversant what the bleep does personalized marketing really mean?Jim Nichols
Scott Eagle defines personalized marketing as a comprehensive one-to-one communication approach that calibrates brand messages and media based on known facts and predictions about each individual's needs, interests, and behaviors. He argues that true personalized marketing requires seven essential components: 1) ongoing 1:1 relationships, 2) a 360-degree view of each customer, 3) genuinely personalized creative content, 4) individualized delivery across channels, 5) omni-channel reach, 6) individualized media investment, and 7) rich individual user profiles and insights. Eagle concludes by urging marketers to ensure any personalized marketing solutions they use fully achieve this definition and create ongoing personal relationships with every target individual.
Brand+ New Business is a bespoke program built specifically for knowledge-based firms. We develop a brand strategy and recommendations that are focused on delivering new business revenue within 3 to 6 months.
1) Consumers now have more power and influence than ever before due to technology, and they expect flexible, easy-to-use experiences that are personalized and relevant to their interests.
2) Many brands are experimenting with new marketing approaches that engage consumers by allowing them to tell stories, generate content, and collaborate with the brand in new ways.
3) Successful brands are shifting from a channel-focused approach to identifying specific consumer segments and creating authentic experiences across multiple channels to build partnerships with consumers.
Peering Into The Future of Digital AdvertisingVikram Mohan
Digital advertising is evolving rapidly. Marketers are challenged to optimize their budgets across many new channels. This document discusses several emerging digital advertising formats that can help marketers improve efficiencies and results. These include personalized targeting through programmatic real-time bidding, transactional ads that allow purchases directly from ads, dynamic creative optimization to customize ads for each user, in-app advertising to reach users on mobile apps, and native advertising that blends with the design of the platform. These new formats provide opportunities for more targeted, relevant and engaging advertising.
Apresentação de Kátia Tavares (UFRJ) no Simpósio "Linguagem e Educação: a mediação das novas tecnologias" na XVI Semana Interdisciplinar de Estudos Anglo-Germânicos da UFRJ, em 22 de outubro de 2009.
Nationwide driver Johanna Long deflecting Danica comparisonsgivetocharity
Nationwide driver Johanna Long is avoiding comparisons to Danica Patrick. Long is focused on her own career as a driver rather than comparisons. More information about financial planning careers can be found at http://mfa-degree.com/jobs.
How to give students feedback on their notes in starpanelchandlmf
To comment on a student's note, instructors click on the note and select "Comment on Note in Portfolio" from the dropdown menu. This allows instructors to leave comments by dragging their mouse over parts of the note and typing. Comments are saved by clicking "save as final," which emails the student and adds the feedback to their portfolio without affecting the patient's medical record.
This document discusses various elements of mise-en-scene that are used to convey meaning and set the tone in visual media, including costume, light, props, color, makeup, and location. Costume is used to represent a character's traits and era, while light establishes mood and draws attention. Props, color, and makeup enhance the scene and characters. Location depends on the narrative, with some scenes taking place in a single location and others varying.
Established in 2005, Bestevent is one of the top 5 event producers in Romania with over 2,000 productions. They have experience in all types of events from small conferences to large concerts indoors and outdoors. Bestevent owns technical equipment like a large video wall, LED screen, and sound system. They provide solutions, equipment rental, booking entertainment, and work with other agencies and venues to plan and implement events for their clients.
This document provides a summary of Warren Yates' work history and experience working with various mining equipment. It details his roles as Managing Director at Global Earthmoving Solutions from 2007-2013, Maintenance Manager at Mining One since 2013, and Plant Manager at First Quantum Minerals in Zambia from 2004-2007 where he oversaw maintenance operations at multiple mine sites. It also lists the various heavy equipment, such as haul trucks, dozers, graders and excavators, that he has experience working with and maintaining at each location.
Through a survey, the author gathered feedback from their primary audience about preferences for a music magazine they are developing. Based on the results, the author chose to change the magazine's title from their original idea of "Asylum" to the second most popular choice, "Enterprise," because "Asylum" seemed better suited for a rock magazine. The survey also provided ideas on features the audience wants to see like artist articles, contests and extras included in the magazine. Taking the feedback into account, the author decided to host the magazine with Prometheus Global Media for their global reach and multi-platform presence. They also changed their plan from featuring one model to featuring two models of both genders on the cover or contents page as
This document provides brief answers to six questions about notable physical attributes: Einstein's brain weighed 1,230 kg; the Statue of Liberty is 46 meters tall; the Sydney Harbour Bridge is 48.8 meters wide; Chicago is 2,807 km from Los Angeles; London's Central Line is 74 km long; and Loch Ness is 227 meters deep.
The document provides an overview of trends and insights from the 2017 dmexco conference. It includes summaries of panels on the changing landscape of brand discovery and when content marketing turns smart.
Specifically, it discusses how brand discovery is moving beyond search engines to marketplaces like Amazon, and the importance of taking a holistic approach across paid, owned and earned opportunities on these platforms. It also highlights how content marketing is being enhanced through more dynamic and personalized content driven by audience data and insights.
Blog-Crowd Control_ How to Use Audience Marketing Platforms to Your AdvantageJohn Connolly
Audience marketing platforms (AMPs) help marketers target customers more effectively by integrating data from various sources to identify specific audience segments. AMPs allow marketers to combine first and third party data, interpret it to single out individual users to advertise to based on their characteristics and online behavior. This level of audience targeting and personalization increases messaging, creates deeper customer insights, and can improve brand recognition, response rates and conversions. As customers interact across multiple digital channels, AMPs are a valuable tool for marketers to leverage customer data and customize their campaigns.
1. The document summarizes key takeaways from the WPP Stream Commerce conference held in February 2019. Participants from companies like Amazon, Google, Target, and Unilever discussed challenges and changes in commerce.
2. Some of the main topics discussed included the continued importance of physical retail focused on customized experiences, the rise of new methods of product discovery through image and voice, and the growing priority consumers place on experiences over goods.
3. Brands are advised to focus on building intimacy through tailored experiences, scale niches through more targeted outreach, and leverage data to better understand consumers and create more relevant commerce opportunities. Physical retail needs to minimize friction while new discovery channels require brands to test, learn
A presentation on Amazon's Corporate Branding. The information in the presentation is collated with the help of both primary and secondary data and is not sponsored by Amazon. It covers Corporate identity, communication strategy, governance and other aspects related to public relations, investor relations, advertising, marketing, etc.
Innovate to Elevate: Transformative Digital Marketing MethodsIstudio Technologies
Welcome to “iStudio Technologies”, a premier digital marketing company in Chennai and your one-stop solution for transforming brands and expanding their reach in the digital world. With over 15 years of expertise in the field, we have honed our strategies and skills to help businesses connect with their target audience like never before. With a relentless passion for innovation and a deep understanding of the ever-evolving digital landscape, we have been at the forefront of transforming businesses into influential market players. Over the years, we have navigated through various digital marketing trends, mastering the art of driving engagement, enhancing brand visibility, and maximizing ROI for our diverse clientele.
The Mobile Marketing Association (MMA) is a leading trade organization representing over 800 member companies involved in mobile marketing. Founded in 2003, the MMA aims to educate, guide, and advocate for the mobile marketing industry worldwide from its headquarters in New York. It operates regional chapters and committees to develop standards and best practices. The MMA works to establish mobile technology as an integral part of marketing and brings together various players in the mobile ecosystem, including media companies, advertisers, and technology providers. Its goal is to accelerate innovation in mobile marketing and drive business growth through stronger consumer engagement.
The document discusses the shift from a traditional value chain model to a value constellation model where companies mobilize customers and partners to create their own value from the company's offerings. It provides Amazon as an example of a company acting as the center of a constellation by building relationships and knowledge to better fit between goods, services, and designs. The goal is not for companies to create value for customers but to enable customers to create their own value from the company's various offerings.
The document discusses the shift from a traditional value chain model to a value constellation model where companies mobilize customers and partners to create their own value from the company's offerings. It provides Amazon as an example of a company acting as the center of a constellation by building relationships and knowledge to better fit between goods, services, and designs. The goal is not for companies to create value for customers but to mobilize customers to create their own value from the company's various offerings.
Amazon uses technology and customer data to provide personalized customer experiences and maximize customer lifetime value. It recognizes existing customers through cookies and tailors recommendations and content to individual interests and purchase histories. Amazon aims to optimize the entire customer relationship, not just acquisition, through high quality service, engagement features like reviews, and automation to streamline the purchasing process. The company's goal is to create the most customer-centric experience possible through innovative use of technology.
Affiliate marketing involves digital publishers promoting online retailers and earning commissions based on sales or actions generated from their promotions. It has grown to become an integral part of integrated marketing campaigns in Australia. While initially based on self-serve platforms, affiliate marketing in Australia is now dominated by local and international affiliate networks and performance marketing platforms. There are an estimated 3,000-4,000 active affiliates in Australia promoting retailers across many verticals. As the industry matures, it mirrors other developed affiliate marketing markets like the UK and US.
How to make money online using affiliate marketing .pdfNhlanhlaMabuza4
Affiliate marketing involves digital publishers promoting online retailers and earning commissions based on sales or actions generated from their promotions. It has grown to become an important part of integrated marketing campaigns. While Australia's affiliate marketing industry was initially based around self-serve platforms, it has matured in recent years with the emergence of advanced affiliate networks and performance marketing platforms, mirroring developments in other markets like the US and UK. There are now estimated to be 3000-4000 active affiliates in Australia working with retailers across various industries.
The IAB (Interactive Advertising Bureau) Affiliate Marketing Handbook is a comprehensive guide encompassing the dynamic realm of affiliate marketing. Comprising over 100 pages of valuable insights, this resource is designed to empower marketers, advertisers, and businesses seeking to thrive in the digital landscape.
Covering fundamental concepts such as affiliate program setup, tracking mechanisms, and performance metrics, the handbook offers a detailed roadmap for crafting successful affiliate marketing strategies. It delves into the intricacies of partner selection, compensation models, and compliance guidelines, ensuring ethical and effective campaigns.
Additionally, it explores emerging trends like influencer partnerships, mobile optimization, and AI-driven analytics, providing readers with the latest tools to stay ahead in the ever-evolving affiliate marketing ecosystem. Whether you're a novice or an experienced marketer, the IAB Affiliate Marketing Handbook is an indispensable resource for navigating this lucrative field.
The IAB Affiliate Marketing Course is a comprehensive and cutting-edge program designed to equip aspiring affiliate marketers and seasoned professionals with the skills and knowledge needed to thrive in the fast-paced world of affiliate marketing.
Through a series of well-structured modules, participants delve into the core principles of affiliate marketing, including understanding the industry's ecosystem, identifying profitable niches, and developing effective marketing strategies. The course goes beyond the basics, exploring advanced topics like conversion optimization, affiliate networks, and compliance guidelines.
One of the course's standout features is its practical approach. Participants gain hands-on experience by working on real-world affiliate marketing campaigns. They learn how to analyze data, track performance metrics, and fine-tune campaigns for maximum success. This practical experience is invaluable, providing learners with the confidence and competence to excel in the competitive affiliate marketing landscape.
Moreover, the course is updated regularly to reflect the ever-evolving trends and best practices in affiliate marketing. This ensures that learners receive the most up-to-date knowledge and skills that align with current industry standards.
With industry experts as instructors, participants benefit from their vast experience and insights, gaining a competitive edge in the affiliate marketing realm. The course fosters a collaborative learning environment, allowing students to network with peers and build relationships within the affiliate marketing community.
In conclusion, the IAB Affiliate Marketing Course is a top-tier educational program that empowers individuals to become successful affiliate marketers. With its comprehensive curriculum, practical approach, and expert instructors, participants graduate with the expertise and confidence needed to navigate the dynamic world of affiliate marketing and achieve remarkable results in their online ventures.
This document discusses integrated marketing communication campaigns and current trends in marketing. It provides an overview of how integrated marketing offers a holistic approach, increases impact for each dollar spent by creating experiences for users, and allows more control over how consumers engage with the brand across channels. Key trends that brands are capitalizing on include using mobile and social media, geo-location data, group buying, and barcode scanning. An example is provided of how Starbucks uses various social media platforms as part of its integrated marketing plan to engage customers. The conclusion emphasizes setting clear goals, consistency of messaging, and using technology to communicate internally and with customers.
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The document discusses how Compete provides digital insights and data to maximize marketing potential. It notes that traditional research is no longer sufficient for improving advertising, engagement, and ROI. Compete collects data from over 150 million unique visitors across over 1 million sites to provide granular insights into consumer online behavior and purchase pathways. This enables clients to improve marketing strategies and demonstrate effectiveness to stakeholders.
Joanne Woo argues that while purpose-driven branding is important, the next step for CMOs is to activate their brand's purpose by creating movements with customers. This deepens customer connections and galvanizes action. To do so, brands must bring employees on the purpose journey, build communities rather than view customers passively, and authentically communicate actions and impacts with transparency. The CMO's role is to ensure purpose goes beyond marketing to influence accountability and stakeholder alignment internally. Creating spaces for customers to join movements bigger than the brand itself catalyzes purpose-driven action.
Beyond Purpose-Driven Brands: How Marketing Can Activate Movements - Joanne W...
Task One
1. Integrated Communications
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Identifythe value of Amazon inthe context ofthe changing role of media
Amazonhelpsretailorsreachalarger,internationalaudience.Organisations are able to create and
manage theirowne-commerce portals throughanalreadyestablished andreputablebrand. The
diversificationof the Amazonbrandhasmade the website aninternationalone-stopshop.
Amazonallowsretailertosimplyandcost-effectivelyreach tensof millionsof potentialnew
consumersandalso takescare of customerservicesinlocal languages.Amazon’se-commerce
expertise,productsearchandpaymenttechnology are key elementsforretailersandtheir
customers.
In 2006 remote computingservicescalledAmazonWebServices(AWS) waslaunched online.AWS
allowsbrandstobuildunique websitesusingtriedandtrustedAmazontechnology. Withthe
changingrole of mediashiftingfrom traditional advertisingtodigital marketing Amazonoffers
brandsthe choice andfreedomtocreate theirveryownspecialisede-worldsinwhichtowoo and
wowpotential consumerswithinasafe andreliableinfrastructure.
The value of Amazon in the changinglandscape of mediaandthe evolutionof the digitaleraincludes
the following:
Amazonhas a massive digital footprintandequallyimpressivefollowing
Productsare easiertofindandpurchase online throughthe visibility andnotorietyof the
Amazonbrand
Retailershave the possibilityof sellingtheirproductsonall five AmazonMarketplaces
There are noproduct listingfees
Amazonalsooffersretailersthe optionof pay-per-clickproductads to furtherboostsales.
Amazonboastsa formidable securityandfraudprotectionsystem
Evaluate Amazon as a communicationsmediumand its linkswith other media
Amazonisperceivedas a highly credible communicationsmediumthere consumers considerthe
products/services offered asbothreliable anddesirable. Amazonalsooffersconsumersthe space in
whichto voice theiropinions,rate andshare theirpurchasesonline aswell ason theirsocial media
pagesdisplayingtransparency andcollaboration withinagreaterdigital mediacommunity
Amazonallowsretailerstomerchandise relatedproductsandbetterintegrate the overall brand
experience. Furthermorethroughselected SponsoredProducts Amazonhelpsbrands promotetheir
productsonline andclearlycommunicate promotional offers,new products,bestsellers,etc.
In comparisonwithconventional communicationmediumslike televisionsandradio Amazonis
extremelylowcost.Andunlike otheronlinemarketplace websitessuchasEbay,Groupon and
Priceminister,Amazonis more accessibleforconsumersandoverall more costefficientforbrands
withinbothsmallerandlargerorganisations.
Furthermore,withProductAds there are nomonthlyfeesor minimumexpenditure;thissmartpay-
per-clickadvertisingprogramme takes intoaccountthe pricesandcategories of the advertised
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products.Retailersimplementtheiroverallaswell asdailybudgetsfromthe outsetandare
therefore incontrol of all the costs.
Amazonalsosendsmarketingemailsandnewslettersthattargetsspecificcustomersbasedontheir
shopping/browsingbehaviourpatterns.The Amazonsmartphone applicationisaquickand easy way
to shopand receive alertsonspecial promotions,sponsoredproducts andpreviouslyvieweditems
as well asallowingmobile anddigital consumerstoshare recentpurchasesandcompile shopping
wishlistsforfriendsandlovedonesbothonline andonothersocial mediaoutlets.
Assessthe role of branding communicationsand brand developmentwithine-commerce
platforms such as Amazon
Brandingcommunications andbranddevelopmentare ongoingprocesses.Theyare essentiallythe
art of ‘selling’ ideasordreamstoa selectedtargetaudience.
Consumers are notseducedbya brand’sname,logo, website, productorservice,butbythe imagery
and emotional experiencesthatthe brandevokes usingall of the above. Inbranding
communications perceptionisking. However,inbranddevelopmentperceptionis fuelledbythe
realisationof apromise.
Consumers’ experiencesare basedlessontheirsensesandmore ontheirbeliefs.The role of
brandingistherefore toconnecta brand’sstorywitha specificaudience inordertoenchant,inspire
and involve theminthe visionandvalue of the organisation. Itistherefore importanttoknow a
brand’s targetaudience before effectivecommunicationscanensue.
E-commerce platformssuchasAmazonplaya keyrole in enablingorganisationstoclearlyidentify
and targettheiraudiencesbyusingSearchEngine Optimisationsfedbyconsumerbehaviour
analysis.Notonlydoorganisationssuchas Amazonfunctionas marketplacesforretailersto
showcase and‘sell’theirbrands butprogrammessuchasAmazonWeb Servicesalsoact as a
powerful podiumonwhichcompaniescanstandontheirowntwo feetand artistically narrate their
brands’unique stories.
Multi-brandorganisations likeEbayandAmazon alsocater to the consumersdesire to communicate
and share theirownpersonal stories throughtheirhabitsandpurchases. Byallowingconsumersto
engage indialogues andshare theirindividual experiencese-commerce platformsenable retailersto
betterestablishand developtheirbrand inthe marketplace.
The ultimate role of brandcommunicationsandbranddevelopment withinalargeronline
marketplace settingistodecipherthe commontopicsandthe contextual landscape thatbestand
mostaccuratelyrepresentsanorganisationandits targetconsumers.Indoingso,companies
demonstrate theircredibilityandlong-termcommitmentandinvite consumers toemotionally
engage andinvestinthe brands’core beliefsystems.
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Outline a co-ordinatedmarketing communicationsplan for a product/service that can be
developedwithAmazonplaying a lead role
CONTEXT ANALYSIS
[PLEASESEE ADDITIONALUPLOADEDDOCUMENTFORFURTHERBACKGROUNDON CHOSEN CASE
STUDY ORGANISATION]
Strengths - By diversifyingpartneringwithotheronlineretailers aroundthe worldFruitrouge
reinforcesrevenue andearns amuch covetedinternationalstatus thatboostsmorale and
keepsthe organisationbuoyantastheynavigate uncharteredandoftenchoppy e-commerce
waters.
Weaknesses –Venteprive, the leadinge-commerce company inFrance, dominatesthe
marketsector.The organisationhas considerable largerresources andistherefore nomatch
for the likesof Fruitrouge.
Opportunities–Withover900,000 subscribers andaroundeighttotwenty exclusive ready-
to-wearsaleseveryweek Fruitrougeiswellpositionedtocapitaliseonsucha large following
withconsiderableconversionpotential.
Challenges –Customerloyaltyisweak;currentlymarketresearchshows thatonaverage
Fruitrouge consumersonlypurchase 2.2timesperannum.Withthe growinge-commerce
boomthe company nowhas more formidable competitionthaneverbefore.
TARGET AUDIENCE
o Female,age 25 to 50 and residentinFrance
o Employedwithadisposal income
o Technologicallycompetent
o Activelypresentonsocial media websites
o Fashionaware andimage conscious
o Reward-driven,bargainhunters
OBJECTIVES
To drive trafficto the new Fruitrouge e-shoponAmazonby40%
To convert45% of these new visitorsto customers
To strengthen brandimage, consumerbase and brandloyalty byrealisinga50%
increase in the currentcustomeraverage bi-annual purchase of 1.1%
To build anauthentice-communitywhere the consumerfeelscherishedaswell as
empoweringthemwith useful educationaltools thatincrease online subscriptionsby
30%
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COMMUNICATIONSSTRATEGY
The brand communications strategyis businesstoconsumer(B2C) aswell asbusinesstobusiness
(B2B) focused since Amazonwill be akeyplayerinexecution.
In orderto establishthe mosteffectivestrategyit’simperative toanswerthe followingquestions:
What are the common topicsthat Fruitrouge most effectivelyrepresents?
Fruitrougeembodiesthespirit of fashion mavericks who celebrateand embraceeach new
dawn asthe perfectoccasion to showcasea brand new look and animatea fresh chapterin
their extraordinary lifestories.
What are the beliefsystemsthe organisationhas put into play to communicate this and
therefore engage itsconsumers?
Kaleidoscopesof stylesdisplayed in an array of daily online privatesales and atcompetitive
prices to makeconsumersfeelrewarded, special,even lucky.
In the currentbrand saturatede-commerce marketplace positive consumerexperiencesand
emotional involvementare farandfewinbetween.More thanjustpurchasingitemsof garmentson
a website, attheircore, Fruitrouge consumersare investinginsomething biggerandthe company’s
abilitytoclearlydefineand identify the keyfactors iscritical tothe successof the communications
plan.
Amazon'sstoryof beingthe innovative leadersof e-commerce becomesasharedequityfor
Fruitrouge. Notonlywill the Fruitrouge now have more visibility asa resultof itsnew Amazone-
shopbut the Frenchcompany will alsobe able toleverage the Amazonbrandtodevelopandsell
theirownproducts.The interface fundamentallydeterminesthe behaviour.
In a nutshell the six-monthcommunicationsstrategy will feature the following essential steps:
o Empathise – Fruitrouge’sconsumers share apropensityto wanttofeel special andrewarded
on a dailybasis.Toemotional involve existingcustomersandentice new onesthe company
mustfirstput itself initsaudiences’shoes
o Advocate – Celebrate the consumerandtheirlifestyles throughsocial mediaandthe
company blogin orderto weave theirindividual,intricate storiesintothe fabricof the brand
o Invest– Engage the consumerina long-termcommittal relationship thatgoesbeyondthe
six-monthcommunicationsplan inanattemptto formbondsand forge lifelongbrandloyalty
o Curate – Customise eachof the brand’scommunicationsmediums tomore accurately cater
to itsdiverse customerbase
o Teach – informthe consumersothey don’tjust feel lucky/special and rewardedbutalso
empowered
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EXECUTION
The marketingmodel A.I.D.A (attention,interest,desire andaction) canbe usedto effectively
execute the brandcommunicationsplan.
Attention
Curate and setup separate social mediapagesandblogssuchas Fruitrouge/Amazontocater
exclusively tothe brand’s Amazonvisitorsand Fruitrouge/Life orFruitrouge/Teach withthe aimto
celebrate, educate andempowerconsumers.
Feature educational style tips,cookingrecipes,travel guidesandinteriordesign segmentsto be
publishedinleadingnational weekly women’smagazinessuchasFemme Actuelle,Elle andStylistin
orderto raise brand awareness andalertnew audiencesof Fruitrouge’spresence onAmazon.
Publiclysupportcharitiesandnon-profitorganisationinFrance andaroundthe world. By spending
time,donatingresourcesandsharingexpertise the branddemonstratescare andcompassionthat
supersedesfinancialgain whichnotonlysetsastellarexampleforitsconsumersandother
businessesbutalsoincreasesthe brand’scredibility.
Interest
Use recurringandrelevanthashtagstokeepthe brand’scommontopics consistentlytrendingon
social mediaoutlets.
EnlistSearchEngine Optimisation,sponsoredproductsand pay-per-clickproductadsonAmazon.
Host influentialfashion trendsetters asguestbloggers/curators forthe brand’s respective blogsin
orderto remainrelevant, initiatedialogue andpush advocacy.Storytellingis amagical tool that can
be usedto dream up spellbindingexperiencesthatwill organicallycreate genuine consumer
affectionforthe brand.
Heraldeach brandnewday byposting funfacts aboutthe day inhistory,celebritybirthdays aswell
as announcingspecial sales onsocial mediasitessuchasFacebook,twitter,Instagram, google+and
pinterest.
Sende-cardsoncustomers’birthdaysandcommemorate membershipanniversariesandmilestones
to establishanauthenticemotional relationship.
Desire
Run promotions exclusive toAmazonshopperstoincrease traffictothe website andconvertvisitors
to consumers.
Employincentivessuchasfriendrecommendation rewardschemesto reacha wideraudience
throughWord of Mouth (WOM).
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Action
Launch regional competitionstowinprofessional photosessions.Featuresubscription flashcodes in
weeklywoman’s magazinestoboostconsumerdatabase andraise brandawareness.Finally,postall
the winners’ picturesand storiesonthe brand’ssocial media sitesandblogstopromote advocacy
and buildonlineconsumercommunity.
Deployradioadvertisementsthatdrive new traffictothe Fruitrouge Amazone-shopsite aswell
alertingthe audience of the brand’sownwebsite andsocial mediapresence.
FRUITROUGE
COMMUNICATIONS
PLAN
SEPT OCT NOV DEC JAN FEB Total
%
Lifestyle press
educational segments
5% in
STYLIST
5% in FEMME
ACTUELLE
5% in
ELLE
5% in
STYLIST
20
Amazonpay-per-click
ads
5% 10% 5% 20
Guestbloggers 3% 4% 7
Amazonexclusive offers 5% 3% 8
Friendsrewardscheme 2% 3% 3% 8
Photocompetition flash
codes
7% in STYLIST 8% in FEMME
ACTUELLE
15
Radioadvertisements 5% 5% 10
Charitywork 2% 2% 3% 3% 2% 12