The document discusses the rise of native advertising and defines it as sponsored content that is relevant to consumers, not interruptive, and looks similar to the surrounding editorial content. It summarizes research conducted on consumer behaviors and attitudes toward native advertising versus traditional ads. The research found that younger generations have a strong preference for native advertising and are more likely to interact with brands online. It concludes that native advertising is effective for reaching younger audiences and is likely to continue growing as these generations age.
From Mobile to Content First EngagementJustin Kirby
My presentation at FIPP London yesterday as part of their mobile strand that was billed as follows:
From Mobile to Content First Engagement: strategies for and examples of the best content-first, mobile-focused marketing campaigns in the world today
With a decline in advertising revenues and fears about the 'adblocalypse’ abound, branded content is being increasingly seen as a possible survival strategy by publishers. But is editorial-style content and its delivery through native advertising formats for brands enough to compete for consumers’ attention? We now live an increasingly skippable on demand world where mobile is becoming the first screen, particularly for the millennial audience who are consuming more video content than ever before. That’s why brands are looking at more innovative ways to engage audiences. Justin will explain how all marketing is now based around content and the different directions driving this - presenting inspiring examples and insights from global experts about how strategies are becoming content first and the role publishers can play in helping deliver this.
BOBCM: The Future of Branded Content Marketing - Report Summary (Danish Marke...Justin Kirby
This presentation is an edited preview of my expert predictions chapter from the Best of Branded Content Marketing: 10th Anniversary Edition ebook and an accompanying report that was presented at the Danish Marketing Association.
BOBCM: Best of Branded Content Marketing 2015 case studiesJustin Kirby
This special SlideShare edition features 26 projects of all shapes and budgets that were originally published in the three 2015 Editions of Best of Branded Content Marketing (BOBCM). We hope they will provide inspiration and encourage more great work from brands and their branded content marketing partners.
BOBCM: Best of Branded Content Marketing Volume II (10th Anniversary Edition)Justin Kirby
Created in conjunction with the Branded Content Marketing Association, The Best of Branded Content Marketing 10th Anniversary Edition is the second in a series of social media and branded content ebooks.
This free, enhanced media ebook is an international collaboration containing 13 case studies of the best branded content marketing campaigns from cutting-edge brands and award-winning agencies around the world.
The case studies reveal the challenges faced, how solutions were developed and the results achieved. They include Unilever Dove’s ‘Real Beauty Sketches’ from Ogilvy Brazil, Metro Trains’ ‘Dumb Ways to Die’ from McCann Melbourne, Duck Tape’s ‘Race of Gentlemen’ from Tenthwave Digital in the USA, PepsiCo’s ‘Natural Love’ from Fuse Russia, Volvo Trucks’ ‘The Epic Split’ from Forsman & Bodenfors in Sweden, and more.
The book also contains ‘what is’, ‘how to’ and ‘what's next’ features from leading practitioners and academics. These features include market reports from Brazil and Russia, an Ipsos MORI and Oxford Brookes University research report, tips on how to create successful social video content, and an in-depth predictions report about the future of branded content marketing from 60+ experts around the world, including brand owners such as Eurostar.
Simultaneous BCMA launch events were hosted at DigitasLBI in London and MRY in New York in March 2014.
We hope you enjoy reading this book and find it useful for your work.
BOBCM: Best of Branded Content Marketing 2015 D&AD EditionJustin Kirby
BOBCM’s special 2015 D&AD edition - produced in partnership with D&AD, the global association for creative advertising and design - presents industry experts’ guest features and awards
From Mobile to Content First EngagementJustin Kirby
My presentation at FIPP London yesterday as part of their mobile strand that was billed as follows:
From Mobile to Content First Engagement: strategies for and examples of the best content-first, mobile-focused marketing campaigns in the world today
With a decline in advertising revenues and fears about the 'adblocalypse’ abound, branded content is being increasingly seen as a possible survival strategy by publishers. But is editorial-style content and its delivery through native advertising formats for brands enough to compete for consumers’ attention? We now live an increasingly skippable on demand world where mobile is becoming the first screen, particularly for the millennial audience who are consuming more video content than ever before. That’s why brands are looking at more innovative ways to engage audiences. Justin will explain how all marketing is now based around content and the different directions driving this - presenting inspiring examples and insights from global experts about how strategies are becoming content first and the role publishers can play in helping deliver this.
BOBCM: The Future of Branded Content Marketing - Report Summary (Danish Marke...Justin Kirby
This presentation is an edited preview of my expert predictions chapter from the Best of Branded Content Marketing: 10th Anniversary Edition ebook and an accompanying report that was presented at the Danish Marketing Association.
BOBCM: Best of Branded Content Marketing 2015 case studiesJustin Kirby
This special SlideShare edition features 26 projects of all shapes and budgets that were originally published in the three 2015 Editions of Best of Branded Content Marketing (BOBCM). We hope they will provide inspiration and encourage more great work from brands and their branded content marketing partners.
BOBCM: Best of Branded Content Marketing Volume II (10th Anniversary Edition)Justin Kirby
Created in conjunction with the Branded Content Marketing Association, The Best of Branded Content Marketing 10th Anniversary Edition is the second in a series of social media and branded content ebooks.
This free, enhanced media ebook is an international collaboration containing 13 case studies of the best branded content marketing campaigns from cutting-edge brands and award-winning agencies around the world.
The case studies reveal the challenges faced, how solutions were developed and the results achieved. They include Unilever Dove’s ‘Real Beauty Sketches’ from Ogilvy Brazil, Metro Trains’ ‘Dumb Ways to Die’ from McCann Melbourne, Duck Tape’s ‘Race of Gentlemen’ from Tenthwave Digital in the USA, PepsiCo’s ‘Natural Love’ from Fuse Russia, Volvo Trucks’ ‘The Epic Split’ from Forsman & Bodenfors in Sweden, and more.
The book also contains ‘what is’, ‘how to’ and ‘what's next’ features from leading practitioners and academics. These features include market reports from Brazil and Russia, an Ipsos MORI and Oxford Brookes University research report, tips on how to create successful social video content, and an in-depth predictions report about the future of branded content marketing from 60+ experts around the world, including brand owners such as Eurostar.
Simultaneous BCMA launch events were hosted at DigitasLBI in London and MRY in New York in March 2014.
We hope you enjoy reading this book and find it useful for your work.
BOBCM: Best of Branded Content Marketing 2015 D&AD EditionJustin Kirby
BOBCM’s special 2015 D&AD edition - produced in partnership with D&AD, the global association for creative advertising and design - presents industry experts’ guest features and awards
BOBCM: Best of Branded Content Marketing OBE SummitJustin Kirby
Presentation for SUMMIT OBE 2015, a one day Branded Entertainment conference in Milan with insights from leading Italian brands and latest industry research.
Do you have a project to launch? The most important step is branding, how to choose the right message, how to find your graphical identity.
Come and join Jack and Yosra for an interactive webinar. Bring your energy⚡️ and positive mood
It's happening this Thursday
17:00 Tunisian time/19:00 Lebanon time.
**
Avez-vous un projet à lancer? L’étape la plus importante est le brandinge, comment trouver le bon message? comment fixer l'identité graphique?
Venez vous joindre à Jack et Yosra pour un webinaire interactif. Apportez votre énergie⚡️ et votre bonne humeur
Ça se passe jeudi 23 septembre,
17:00 heure tunisienne/19:00 heure du Liban.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Ogilvy Consulting’s “The Annual” is the power of behavioural science applied, showcasing 10 projects worked on over the last year with a particular focus on interventions for brands, charities, non-profits and local governments supporting social outcomes to drive “good”.
Presented by the Behavioural Science Practice within Ogilvy Consulting London, you will discover the insight behind the interventions and how the power of behavioural science and creativity can be used to overcome the stickiest of challenges.
In 2014, BBDO Belgium was awarded with the title Agency of the Year by Media Marketing. For the first time in the history of the competition, a jury of advertisers and agencies choose the winner based on a entry document.
This is a resume of our entry document.
This is our story of 2014.
This is why we are Agency of the Year.
This is why we are #BBDOproud
BOBCM: Best of Branded Content Marketing OBE SummitJustin Kirby
Presentation for SUMMIT OBE 2015, a one day Branded Entertainment conference in Milan with insights from leading Italian brands and latest industry research.
Do you have a project to launch? The most important step is branding, how to choose the right message, how to find your graphical identity.
Come and join Jack and Yosra for an interactive webinar. Bring your energy⚡️ and positive mood
It's happening this Thursday
17:00 Tunisian time/19:00 Lebanon time.
**
Avez-vous un projet à lancer? L’étape la plus importante est le brandinge, comment trouver le bon message? comment fixer l'identité graphique?
Venez vous joindre à Jack et Yosra pour un webinaire interactif. Apportez votre énergie⚡️ et votre bonne humeur
Ça se passe jeudi 23 septembre,
17:00 heure tunisienne/19:00 heure du Liban.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Ogilvy Consulting’s “The Annual” is the power of behavioural science applied, showcasing 10 projects worked on over the last year with a particular focus on interventions for brands, charities, non-profits and local governments supporting social outcomes to drive “good”.
Presented by the Behavioural Science Practice within Ogilvy Consulting London, you will discover the insight behind the interventions and how the power of behavioural science and creativity can be used to overcome the stickiest of challenges.
In 2014, BBDO Belgium was awarded with the title Agency of the Year by Media Marketing. For the first time in the history of the competition, a jury of advertisers and agencies choose the winner based on a entry document.
This is a resume of our entry document.
This is our story of 2014.
This is why we are Agency of the Year.
This is why we are #BBDOproud
World is magnifique is a magazine talking about news, International professionals and clients of real estate market !
Thank you for your interest in this new magazine who, we hope for it, will know how to give you satisfaction and will can inform you on your personal projects.
Each two months, we shall try to inform you about the evolutions of the world real estate market, to help you to be made a personal relevant opinion.
It aims to create an opportunity of a quick and efficient search of both new Partners - buyers from different part of the World.
This months we are proud to announce properties from dominican republic, italy, Mauritius.
How the crumbling foundation of the advertising industry as we know it is making way for a new, more valuable one.
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
THE COLLAPSE AND REBIRTH OF ADVERTISINGJohn McGarry
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONGZaheer Nooruddin
Digital and Social Media Strategy Excellence at Golin Hong Kong - an integrated communications and marketing agency with a worldwide network. Contact: Zaheer Nooruddin, Head of Digital Innovation, Asia at znooruddin@golin.com
The Open Creative Project là bản báo cáo và nghiên cứu của Google nêu bật các yếu tố đóng vai trò then chốt đối với sự sáng tạo của quảng cáo trong tương lai.
What people really think about native advertising [Research]Headstream
As part of our recent brand storytelling research, we asked UK consumers a handful of questions about their experience and opinion of native advertising and brand-sponsored content.
Overview of the latest thinking in marketing and audience development for the cultural sector. Developed and delivered by Heather Maitland in association with Audiences North East.
Brand Purpose, Millennials And The Epic Creative That Engages ThemMSL
MSLGROUP and PRWeek convened brand leaders and agency innovators at Cannes Lions 2014 to discuss strategies for engaging today’s millennials through brand purpose and inspired creative.
Leading innovators shared insights on creating authentic connections with millennials and building creative social marketing initiatives that are driving social change.
For more information, please contact: Scott.Beaudoin@mslgroup.com | Share your feedback with us on twitter @msl_group
HWR Media & Communications. New corporate ID, new directions - same great ser...Alan Timms
HWR Media & Communications is one of the largest independent media representation organisations in Australia. We have a dedicated team of 20 experienced staff that provide advice and service across all platforms of the company, including media sales, design, digital development, branding and publishing expertise.
Socialab is a digital-first advertising agency that delivers results, offering high quality advertising solutions, based on 360° communication.
Our mission is to lead the brands to success, with the right strategy and creative ideas.
Our 40 member team is a blend of motivated, inspirational young brains and we have already built an impressive portfolio of Greek and foreign brands.
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CR.docxwellesleyterresa
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR.docxHOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR
Source: http://www.socialmedia-forum.com/smwf-2015-in-pictures/
Why Ford of Europe’s Vice President of Communications and Public Affairs Mark Truby, a former newspaper business editor, worries about whether his company’s content is worthy of reading aloud over the breakfast table and how the launch of a new car in Germany with just 300 media present became the number one trending subject on Twitter and was watched in full by more than 360,000 people around the world. Ahead of #SMWF this June we wanted to find out more from the man himself:
1)Mark your focus is very much about creating content and storytelling but how do you manage that? What do you need to consider?
“Over the past four years we have moved from a Ford of Europe communications team focused primarily on media relations and servicing the automotive press to a team focused first and foremost on constant storytelling to a broad spectrum of media and audiences. This was a major strategic shift and required new skills and resources.
We created a content team with writers, photographers, videographers, graphic artists – people with strong backgrounds in print, broadcast and digital journalism. We augmented our Ford team with new talent on the agency side to help us tell more compelling stories and reach new audiences – such as tech, design and lifestyle press, as well as bloggers and digital influencers.”
2)What are the key elements to consider when creating any content or story for Ford and what can other businesses learn from your approach?
“We try to keep it simple and ask ourselves a few questions. Is the story interesting enough that a news editor would just have to have it for their newspaper, TV broadcast or website? Would the average person find it interesting enough to read or view, and share online? Would a husband read it aloud across the breakfast table to his wife, for example?
You have to be really honest with yourself on these questions or you will waste time and effort on the low-value stories. If a story passes those first hurdles, then we ask whether the story – once read or watched – could truly improve our corporate reputation or raise someone’s opinion of our vehicles and technologies. We have all read a story or seen a feature on TV that forever changed our perception of a person, company or organization. We quote it to friends or share it on Twitter.
This is the power of great storytelling whether you are creating it yourself or working with journalists. So, simple rules but a difficult task. It takes a lot of creativity and hard work to create content that is entertaining, interesting and meaningful.”
3)How can you reach new audiences most effectively through social media and how is this different to the traditional days of PR?
“Certainly online video, infographics and other forms of digital storytelling are amaz ...
Marketing in 2014: What You Need to KnowDave Rubin
Do you know what a "Connected Consumer is? How about "The Dynamic Customer Journey?" Are you fully aware of what your "Brand Experience" is and How to build COMMUNITY around experience?
Building a successful Marketing Strategy based around these 2014 concepts is highlighted in this presentation created by Dave Rubin (originally for the 2013 Aspen Live Conference).
This presentation aims to help educate and inspire marketers, business executives, and brand ambassadors looking to build "True Fans and Sustainable Communities."
Pulling from such business and marketing luminaries as:
Brian Solis, Anita Elberse, Seth Godin, The Kelley Bros. and Bob Lefsetz, this presentation should be used as a guide for any and all business looking to grow their brands by speaking with and understanding the communities of today - The Communities that can both make and break business, products and brands.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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
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
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
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
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.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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.
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.
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.
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
2. THENATIVEAGE–HERE’S
THESCIENCE
• We conducted a consumer survey of
2,000 people with the aim of
understanding current online behaviour,
current engagement with brands online,
key success factors of brand engagement
online, and most importantly, the
perception and appeal of native advertising
versus traditional advertising through
creative testing.
KEYFINDINGS
• We produced a clear definition of native
advertising.
• We discovered a generational shift in the
way people respond to native advertising.
• We identified what works – and what
doesn’t.
• We pinpointed key examples of best
practice.
• We developed a conclusive blueprint for
successful native advertising.
RESEARCHOBJECTIVES
• To produce a definitive body of work
giving a true insight into native advertising,
present and future.
• To help the industry move towards a clear
definition of native advertising.
• To clarify best practices in native
advertising.
• To produce guidelines on how to
succeed in native advertising.
CHALLENGES
• There is a lack of knowledge about the
subject – even within the industry.
• There are wide and varied
understandings of the term ‘native
advertising’.
• Different stakeholders are competing for
ownership and have challenging
viewpoints.
• There is a need for collaboration – to
bring together different skillsets.
• The balance of power shifts as we identify
the key primary skills.
METHODOLOGY
• We carried out a series of in-depth
interviews with media owners, brand
marketers, marketing directors, agency
heads and opinion leaders.
• We surveyed a range of experts - 20
media owners, editors and journalists, 20
brand marketers, marketing directors and
CMOs, 20 agency heads and senior
decision makers, and five bloggers.
3. LETUSINTRODUCEYOUTOTHE
TOTHENATIVEAGE
Here we will look to define Native
Advertising? Is it a meaningful trend that's
here to stay? Or simply the latest
buzzword? Should you be doing it? And if
so, how and why?
Welcome to AOL UK's 'Native Age'.
The separation of ‘Church’ and ‘State’ in
the media world is a long held truth.
The Church, that is, journalists, their
opinions and stories, and The State, media
entities and their advertising, co-exist in an
arm’s length relationship; related, but
divided.
Today, we believe that metaphor is broken.
Why? The emergence of Native
Advertising.
We believe the failing of the ‘old media’
metaphor of Church and State metaphor
excludes you - the congregation.
Historically people were on the outside
looking in, a passive audience to be
preached to whether by editor or
advertiser.
Today, on sites like the Huffington Post,
and across the media spectrum, readers
are taking an increasingly active role in
finding, editing, writing and recommending
their news and entertainment online.
These new forces in storytelling and
editorial are forcing media owners and
marketers to rethink the old models, and
define new ways in which the Church,
State and Congregation can interact.
As one of the leaders in this new paradigm
of media, we have set out to define the
new era of Native Advertising, with a
particular focus on what it means for
advertisers and marketers.
• Listen to a key audience of media
owners, brand marketers, marketing
directors, agency heads and opinion
leaders – and tap into their unique
perspectives.
• Take a look at our intriguing expert
survey of 20 media owners, editors and
journalists, 20 brand marketers, marketing
directors and CMOs, 20 agency heads
and senior decision makers, and five
bloggers.
• Examine the thought-provoking results of
our consumer survey of 2,000 people,
which gives us huge and valuable insights
into the perception and appeal of native
advertising versus traditional advertising.
Delve into their current online behaviour,
and their current engagement with brands
online, and we’ll help you discover the key
success factors of brand engagement
online.
4. NATIVEADVERTISING–
WHATISIT?
Native advertising is:
sponsored content, which is relevant
to the consumer experience, which is
not interruptive, and which looks and
feels similar to its editorial
environment.
The quality of that content is key in the
Native Age - it has to be great content
that the consumer wants to read,
watch and share.
Sean King, CEO of Seven, an
award-winning content marketing agency,
says: “The content agenda is really massive
now… Everybody is talking about content.
Everybody. If you are a social media editor,
a digital agency, media editing, an ad
agency, a PR agency, they are all talking
about content.”
We believe transparency is also vital; native
advertising needs to be clearly signposted
so that users know the content is funded
by a brand. The Atlantic magazine’s
Scientology advertisement, the social
media backlash and the media’s
subsequent apology serves as just one
example of how readers expect this
transparency, and of how media owners
must recognise their responsibilities in this
space.
So we’ve given you a
definition – now we’re
going to show you
what to do with it.
It’s here already – but you may not
know it yet. You may not know what
it’s called. You may not know what it
looks like. But you’ve probably
experienced it. And that’s the beauty of
native advertising.
However, we believe a common definition
of Native Advertising will be crucial to its
future uptake and success across the
industry. A true definition will give
consumers, marketers and brands
confidence in the model.
As Phil Reay-Smith, Head of Media at
Ogilvy PR, says: “Native advertising is one
of those phrases that people use a lot, but
don’t always understand. So it does
demand defining.”
We conducted a series of fascinating
in-depth interviews with industry experts
and they all agreed it’s a commercial
buzzword that most consumers are not
aware of – even if they’re engaging with it.
Carla Buzasi, editor-in-chief of the
Huffington Post, says: “If you are logging
onto a website at the moment, chances
are at some stage you are going to come
across native advertising, you just don’t
know it. This is about a client’s wish to get
closer to and talk to <people> in a more
natural way than they have done in the
past.”
From our extensive research we can now
show the industry a clear definition of what
native is.
5. EXAMPLESOFGREATNATIVE
ADVERTISING
Brilliant native advertising is already here.
Here are three examples, one from
HuffPost, and two broader examples.
We believe all three work are powerful
because they successfully hit the
crossroads of readers’ interests and the
brand’s agenda – the core of great Native.
HUFFINGTONPOSTANDICELAND
Inspired by Iceland was a cross-platform
campaign launched by AOL in partnership
with the country’s tourism board, Promote
Iceland. The Huffington Post UK launched
an “Inspiration” section, which allowed
brands to communicate with consumers
through video, blogs and social media. We
pulled together a host of inspiring content –
editorial, features, videos, galleries, blogs –
creating a destination site where Iceland
could open its doors to the world with
superb content that people could really
connect with.
Key Results:
#1 Iceland’s appeal as a holiday
destination increased by 69%
#2 Consideration of Iceland as a
holiday destination increased by 130%
#3 Consideration of Iceland as the ‘trip
of a lifetime’ increased up 74%
6. EXAMPLESOFGREATNATIVE
ADVERTISING
THEATLANTICANDPORSCHE
Where Design Meets Technology was a
partnership between The Atlantic and
Porsche, aiming to illuminate the
intersection of contemporary design and
trailblazing technology. Sponsored photo
galleries, in-depth blogging and online
chats, which highlighted the innovation and
trends being developed.
REDBULLANDYOUTUBE
Red Bull’s Stratos Project is arguably the
poster child of content marketing and
Native Advertising, even if we don't all enjoy
similar stratospheric budgets. We all know
it was remarkably successful, with 8 million
views of skydiver Felix Baumgartner’s jump
from the edge of space. The brand helped
create and fund the mission which went
further than a normal marketing campaign;
it was a genuinely fascinating project in its
own right. This campaign took the idea of
quality content to a whole new level.
7. GENERATIONN–
THENATIVEGENERATION
• Crucially, published brand content is most
likely to have a positive impact on young
people’s relationship with a brand. More
than a quarter of 18-24s said published
brand content was most likely to make a
brand appeal to them, compared to an
11% average.
• The younger audience says the most
important thing in online advertising is
interesting and useful content (35%)
followed by entertaining and fun content
(28%).
• This age group is much more likely to
interact with brands online. Almost half of
18-24s interact with brands online
compared to only a quarter of the 64+ age
group.
• More than half of the younger audience
agreed that online ads could be interesting
and useful, compared to just one in five of
those aged 64+. Similarly half of those
aged 18-24 agreed that online ads could
be fun and entertaining – again falling to
one in five of those aged 64+.
• Almost a quarter (24%) of the 18-24 age
group said they would be most likely to
interact with Facebook sponsored stories,
compared to an average of 15%. The next
most popular among this age group was
published brand content (19%, compared
to a 9% average). This young age group
was less likely to interact with a standard
display ad (9%, compared with an average
of 15%).
The emergence of a new advertising
paradigm heralds the emergence of a
new generation of people who strongly
favour it.
They may not know the term “native
advertising” – but our research reveals
that young people love it. They see it,
they emotionally engage with it, and
they have a strong preference for
Native over traditional advertising.
Our study proves that this new native
generation - Generation N - actively
wants to interact and engage with
brands online.
With this report we can reveal a very strong
correlation between age, online behaviour
and the performance of native advertising.
Generation N perceives native advertising
as more appealing than traditional ads;
they get their news mainly online; social
media is hugely important to them; and
they see online advertising generally in a
much more positive light than older people.
Older consumers, raised in a pre-internet
world, still get their news mainly offline and
are not familiar with most social media
platforms.
They have less interest in interacting and
engaging with brands online, and perceive
online advertising in a more negative light
than younger people do. They prefer
traditional advertising over native ads.
8. GENERATIONN–
THENATIVEGENERATION
Carla Buzasi, editor-in-chief of the Huffington Post, says this young audience is
clearly crucial and brands need to find new ways of reaching out; and that’s why
native advertising is already working for the HuffPost.
“There are actually brands out there who want to reach that young audience and cannot find
them anywhere else,” she says.
“But they can find them on Huffington Post. So you bring that brand to that audience around
something, a theme that they are passionate about and that is when you create magic.”
Generation N is a digital generation, with a whole new set of habits, passions and a
completely different way of life to that which has gone before. Generation N demands
something new – something Native.
9. THENATIVEAGEISHERE
TOSTAY
So native advertising is crucial today for reaching
our often elusive younger audience. And as this
generation grows up and keeps its media
preferences, Native is set to grow and grow.
According to George Bryant, MD of content
agency Brooklyn Brothers, the best is yet to come:
“Those people who are creating the best native
marketing recognise that the best hasn’t been
done yet.”
Carla Busazi, editor-in-chief of the Huffington Post,
says: “I think Native is working well for the brands
that are prepared to experiment and I think that
every brand has that capacity but a lot of them
aren’t doing that yet, because they are nervous.
“But if they continue with that tried and tested way
and everyone else has moved on, including
consumers, they are going to get left behind.”
Brands must join the Native Age before they get left
behind. Marketers need to seek out those with
editorial skills who can help them cross the divide,
and media organisations need to stop seeing
native advertising as the “dark side” and embrace it
as their saviour.
Just as today we all hold on to many of our
media habits developed around the
emergence of television as a mainstream
channel of communication in the 40s, 50s
and 60s, so today’s teenagers, 20- and
30-somethings will take their predilection
for Native advertising into their later life.
They are not going to suddenly revert to
preferring banner ads. We believe this
audience’s preference for Native
Advertising is here to stay; and when you
factor in natural demographic forces and
progress, this is an audience and a
preference that will continue to grow.
Preference for Native is not about age
per se; it’s about a generational shift
which has only just begun – and it’s set
to have long-lasting effects.
10. GREATNATIVEADVERTISING–THE
FOUNDATIONSOFANEWEMPIRE
Experts and consumers are
completely agreed on the key success
factors of native advertising – and we
can now share them with you.
1. Tell a great story – be interesting and
engaging
2. Be entertaining – Generation N is
crying out for entertainment
3. Align with consumers’ interests –
tap into their passion points
4. Be relevant to current online activity
– don’t interrupt
5. Be clearly signposted – don’t try to
fool anybody!
• At the heart of native advertising is
fantastic content that people want to
consume, want to read, to share, to
comment on, to interact with. This is where
editorial skills can rise head and shoulders
above the traditional story telling skills of an
advertising creative. Journalists know what
makes a great story and how to tell it right.
They can produce content that makes
consumers feel inspired and entertained.
Content that engages consumers on an
emotional level. What matters to readers?
What is going to make them smile? What is
going to make them think? What will they
share with their network? These are
questions journalists ask themselves
hundreds of times every day.
Let’s remind ourselves of our definition:
Native advertising is:
sponsored content, which is relevant
to the consumer experience, which is
not interruptive, and which looks and
feels similar to its editorial
environment.
And let’s also accept it has an emerging
and crucial role for a younger audience
today, and a growing audience tomorrow.
We know what it is, and we know why it's
so important to the future of marketing.
But how do we do it?
Media agencies and creative agencies
need to brace themselves for a new
challenge. Our research clearly indicates
an 'EDITORIAL FIRST' approach where the
story telling skills required are those of a
journalist, not a copywriter or script-writer.
The editorial skill set is vital for success.
Ask yourselves - do you have it?
Every media agency should be asking
themselves – where are our journalists?
Where are our editors? Where is our news
sense coming from?
With unique insights from our research, we
can now create a blueprint for the best
native advertising.
11. GREATNATIVEADVERTISING–THE
FOUNDATIONSOFANEWEMPIRE
• Marketing Directors – get used to your
brand agenda not being the starting point
you’re your campaign. Fernando Machado,
Global Brand VP for Dove, says: “It’s about
developing content that people choose to
watch and share. Not developing content
that you simply broadcast to brainwash
people or to persuade them to do
something.”
• Consumers need to be able to relate to
this content – it has to resonate with them.
Brands have to identify the audience which
will find their brand relevant, rather than
picking an audience and diluting their
message to fit. They need to interact with
consumers in an area of interest to them;
an area both brand and reader are
passionate about. When we asked our
experts to identify their top three guidelines
for producing successful native advertising
campaigns, an overwhelming 71% chose
“Be relevant to the audience”.
• You need to be entertaining – and that
means creativity. The challenge is to get
creative minds working together to create
something new, something that creates
talkability and publicity. Something that will
entertain, amuse and create a different
experience for consumers. Here again the
need to bring in a new, editorial skillset
comes to the fore. In our expert survey, we
asked respondents to tick their top three
best practices that were most relevant for
successful native advertising. Top answers
were: Be creative (43%); Be innovative
(29%); Be authentic to the tone and values
of the brand (26%); Tell a great story (23%);
and Be authentic to the tone and values of
the media owner (23%).
• Content is not just king, it’s queen, prince,
princess, corgi, and all the subjects of the
realm. Editorial skills are becoming more
and more valuable, and the distinction
between journalism skills and advertising
skills is blurring. High quality content leads
to engagement, which leads to scale.
Everyone is falling over themselves to
produce great content – and that’s where a
whole new skillset is evolving. Phil
Reay-Smith, Head of Media at Ogilvy PR,
says: “Where the magic can happen is for it
to be interesting. And so if a consumer
sees a sponsored post and actually just
wants to read it for the sake of reading it
because it's interesting, that's when you
actually get more engagement than you
ever would with a banner advert or any
form of interrupted advertising. This is
advertising that draws you in.”
12. GREATNATIVEADVERTISING–THE
FOUNDATIONSOFANEWEMPIRE
Paul Wilson, managing partner at media
agency SMV, says native advertising
without engaging, entertaining, informative
content will fall flat on its face. “If you are
distracting somebody or you’re
encouraging somebody to click on
something to go to another place and then
you’re not delivering on that promise then
that’s frustrating. People want better
quality or more instant content.”
Sean King, CEO of content marketing
agency Seven, says this is the present and
the future and it’s about time brands realise
it. “The action is where the content is, that
is where you interact with the customers,
where you engage with them, where you
collect data from them, where you give
back value to those people,” he says. “That
is where it's at and I think if brands don't
realise that now, they will.”
There is a huge appetite for content in the
Native Age – and advertising needs to
look outside its own world, climb over the
walls and reach out to those with the
experience and knowledge to deliver.
Advertising needs to seek out editorial
experts – trained, experienced journalists
who can help capture hearts and minds in
a Native Age. Great journalists have their
fingers on the pulse of the news agenda
and have an outstanding instinct for the
information people need and want.
13. KINGPINSOFTHE
NATIVEAGE
Creative/media/content agencies
Agencies think they own native advertising.
They don’t. Most agencies don’t have the
skillset to produce great native advertising
on their own. They need to let go and
accept that native advertising must be
associated with quality editorial content –
and be prepared to invest. There is also a
danger that agencies will rush for scale,
losing the impact of native advertising; they
need to create new business models for
the Native Age where volume is not
necessarily the master.
Brands
Brand owners need to learn more about
native advertising and how to make a solid
business case for it. They must be
prepared to take risks, invest in
experimentation and let go a little control.
There is a danger that brands want to
maintain too much control over their
commercial message – hampering
creativity and innovation. However they do
need to ensure relevance to their brand.
Perhaps the second most common
question asked by media land after ‘What
is Native’ is the question of ownership.
Creative agency, media agency, media
owner, and of course brand. Who owns
the space and who leads?
It may surprise some to hear us say
“everyone”. This is not a space that can be
dominated by the media owners’ wishes,
media agencies’ budgets, or the creative
power of creative agencies.
Fundamentally, Native requires a
collaborative approach. A recognition that
only by satisfying all agendas will a truly
successful Native result be realised, for
reader, media owner, brand and its
agencies.
Here we explore the different skillsets,
collaboration requirements and
opportunities.
Media owners
There is a huge opportunity here for media
owners to find ways to increase revenues.
They can uniquely offer that crucial editorial
skillset to clients and agencies and
optimise this major revenue opportunity.
They also need to choose partners carefully
– the content will carry the trust and
reputation of their media brand.
Sponsorship needs to be flagged clearly
and an environment created to foster
interaction between consumer and brand.
14. Nigel Gwilliam, head of digital at IPA
(Institute for Practitioners in Advertising),
makes a clear distinction between
“publisher-led native” and “social-led
native”. “I do sense there is a fairly
significant difference between publisher-led
native and social-led native,” he says. “I
think social platforms of a scale, most
notably Facebook and Twitter, are new
kinds of environments that are
understandably looking to find advertising
that best suits something that they offer
which hasn’t really been offered before.”
Social media has tremendous power,
but our findings challenge the idea that
current advertising on platforms such
as Facebook and Twitter fit into the
category of native advertising.
Twitter’s purchase of MoPub, the
automated trading company, shows it is
attempting to take advantage of improving
online targeting technology, and it believes
this will improve its claim to host native
advertising. However this remains to be
seen.
Facebook, Twitter et al are still searching for
a form of native advertising – but they
haven’t found it yet. These ads are native to
their environment but not native to the
reader / user.
SOCIALMEDIAISVITAL
BUTISITNATIVE?
Social media is a leader in Native. Right?
Perhaps, but we would argue that social
media cannot be truly native. It’s a
wannabe – but it can’t be.
By definition, Native must be tailored to the
environment it is being shown in. And with
all of our social feeds absolutely unique to
us, it’s impossible for brands to create
unique Native ads that are tailored to
individual feeds.
Sponsored tweets and sponsored
Facebook posts reach a wide audience
and enjoy high engagement, but it’s an
interruptive experience for most users. As
they are not selected or individually tailored,
these posts and tweets stand out to users
– and they engage with them differently
from the way they engage with native
advertising.
In the overall context of a native advertising
campaign, social is of course crucial.
It can deliver scale, it needs editorial skills;
and it can produce a high level of
engagement if done correctly.
Social media can work alongside native to
engage consumers with brands. Social
media feeds can even be integrated
effectively into native advertising
campaigns, widening reach across
platforms.
16. THENATIVEAGE:ADVERTISING
ANDJOURNALISM–ABIGBANG
Native advertising could not simply be the
future for paid advertising; it could also be the
future for journalism. To keep journalism alive,
advertising needs to succeed.
Phil Reay-Smith, Head of Media at Oglivy
PR, says: “Will native advertising be
responsible for the decline of journalism? It
might be the thing that keeps it alive. I mean
right now there's no question that journalism is
facing a serious test. Old models of affording
journalism are dying out, as in charging people
for newspapers or even advertisers sponsoring
television news. The revenues are shrinking…
Journalism is in a fight for its future.”
Media, brands, marketers – we’re all in a fight
to capture the hearts and minds of a young,
tech-savvy, super-smart audience.
Carla Buzasi, editor-in-chief at the Huffington
Post, says: “There is this huge appetite for
content and that means that we have to up our
game; it means every media has to up their
game. It means there is a huge amount of
choice out there and the audience gets
smarter and smarter about the kind of content
they want to consume and where they want to
consume it from.”
Are you ready to up your game? Are you
ready for the Native Age?
Our conclusion? Native advertising might well
be the latest advertising buzzword, quoted at
every conference and blogged and tweeted by
many.
At AOL UK, we believe that's with good
reason.
Our research has proven that this emerging
advertising channel has the potential to bridge
the gap between editorial and advertising,
between a brand’s agenda and the audience’s
agenda.
As a result, we believe Native will soon
graduate from buzzword to a force to be
reckoned with; a highly effective channel for
clients, and a growing revenue stream for the
media owners willing to adapt and embrace it.
What is needed is a fresh approach – a new
relationship forged between editorial skills and
marketing.
Media owners are in an ideal position to lead
the way forward. They can offer a huge
editorial skillset to clients and agencies.
Brands, marketers and media organisations
need to seize the day. Brands are increasingly
looking to establish a dialogue with consumers
online. Those who are brave and willing to
experiment are already seeing the greatest
benefits of native advertising.
Agencies need to be persuaded that native
advertising has to be associated with quality,
and brand owners need to be able to make a
strong business case for native advertising; we
hope our research advances both of these
cases.