Michael Leander's marketing masterclass in Athens was attended by 65 travel and tourism marketers. The full-day event covered trends in travel marketing, content creation, customer experience design, and social and mobile strategies. Attendees participated in interactive exercises and workshops on developing an elevator pitch, mapping the customer journey, and leveraging mobility. The masterclass emphasized understanding customer behavior, building trust, engaging customers in conversations, and focusing marketing activities on the customer experience.
Tnooz-Fusion FREE webinar: The science behind ancillary merchandisingtnooz
The travel industry knows there's great promise in selling ancillary products to travelers who want more ways to experience their journey.
Fusion's research shows 61% of customers are open to buying add-ons to complement their flight purchase. However, only 37% say the ancillary products being offered are relevant, and only 12% say airlines specifically are doing a good job of customizing offers.
Watch this Tnooz-Fusion webinar and learn how to design, test, and execute a winning ancillary sales strategy.
Panelists for the webinar are:
Mark Brown, VP EMEA, Fusion
Sinead Finn, Owner, affinnity
Sean O'Neill, Editor in Chief & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
This webinar took place on the 10th of November, 2016.
Travel Industry has been in the frontline of innovation and disruption since the "Internet of Things " started, this trend is not changing. Take a glimpse of how internet, mobile and new technologies are disrupting the way consumers make travel decisions
Access to cost-effect and innovative technology is shaping the modern digital customer experience for hotels.
Today will live in an era where brands create digital experience offers that embrace customer experience and personalization.
As hoteliers, we have to be cautious that we are not driven by hypes but create a unique digital customer experience offers in a relevant context.
At the end of the day, it boils down to the service that is most suited to the needs of the customer.
Digital transformation will help your hotel to better serve the customers throughout their journey.
Shopping has always been social – whether we’re buying a camera, booking a holiday or renting a car. Since the first transactions in the earliest marketplaces, people bought from people and discussed their decisions with other people.
Great brands have realized that the quality of the customer's experience with their brand is the foundation of a great relationship. Mapping out the Customer Journey can help a brand figure out how to create those experiences.
BBDO Connect: What a difference DM makesBBDO Belgium
In this digital age, direct mail and e-mail have to reinvent themselves to earn their spot in the media mix. How can intelligent use of customer data, compelling creative and innovative production techniques give your acquisition and loyalty programmes a ROI boost? Fifteen cases with proven results – both B2B and B2C – will be your source of inspiration for response-driven 1-to-1.
Tnooz-Fusion FREE webinar: The science behind ancillary merchandisingtnooz
The travel industry knows there's great promise in selling ancillary products to travelers who want more ways to experience their journey.
Fusion's research shows 61% of customers are open to buying add-ons to complement their flight purchase. However, only 37% say the ancillary products being offered are relevant, and only 12% say airlines specifically are doing a good job of customizing offers.
Watch this Tnooz-Fusion webinar and learn how to design, test, and execute a winning ancillary sales strategy.
Panelists for the webinar are:
Mark Brown, VP EMEA, Fusion
Sinead Finn, Owner, affinnity
Sean O'Neill, Editor in Chief & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
This webinar took place on the 10th of November, 2016.
Travel Industry has been in the frontline of innovation and disruption since the "Internet of Things " started, this trend is not changing. Take a glimpse of how internet, mobile and new technologies are disrupting the way consumers make travel decisions
Access to cost-effect and innovative technology is shaping the modern digital customer experience for hotels.
Today will live in an era where brands create digital experience offers that embrace customer experience and personalization.
As hoteliers, we have to be cautious that we are not driven by hypes but create a unique digital customer experience offers in a relevant context.
At the end of the day, it boils down to the service that is most suited to the needs of the customer.
Digital transformation will help your hotel to better serve the customers throughout their journey.
Shopping has always been social – whether we’re buying a camera, booking a holiday or renting a car. Since the first transactions in the earliest marketplaces, people bought from people and discussed their decisions with other people.
Great brands have realized that the quality of the customer's experience with their brand is the foundation of a great relationship. Mapping out the Customer Journey can help a brand figure out how to create those experiences.
BBDO Connect: What a difference DM makesBBDO Belgium
In this digital age, direct mail and e-mail have to reinvent themselves to earn their spot in the media mix. How can intelligent use of customer data, compelling creative and innovative production techniques give your acquisition and loyalty programmes a ROI boost? Fifteen cases with proven results – both B2B and B2C – will be your source of inspiration for response-driven 1-to-1.
This is without a doubt, the worst presentation I have ever seen. An agency (name hidden to protect privacy) walked in and presented this gem to us over 45 minutes that I will never ever be able to recover.
What started out as a BTL activity pitch for a daily deals site (Groupon India), morphed into the world's worst crash course in marketing.
There is a something bizarre on each and every slide. Enjoy.
The Transformation of the Hotel Industry from Art to ScienceRobert Rauch
The venerable institution of hospitality has been turning around over the past two decades. The combined impact of shifting demographics and new technologies are the primary catalysts for this metamorphosis. The Internet provides consumers an opportunity to think of the hotels as commodities. Hotels had been lowering prices to gain a competitive advantage from 2009 to 2013 but are now raising prices as quickly as possible, hoping that the music won't stop soon. The many changes occurring today are proof positive that this industry is no longer limited to being an "art." We have officially moved into the John Naisbitt coined "hi tech, hi touch" world. Led by revenue management but now including distribution channel management, social media marketing, Web 2.0 or 3.0, call it what you like and more, this industry has been transformed.
Mind the Map: A Nordic take on the Customer Journey and ExperienceOttoboni Helsinki
Why is #customerjourney a hot topic? Why and how should companies map customer experiences? This eBook presents in detail why and how you are able to discover, research and map your customer journey. With multi-strategy methods and a lot of design thinking, this is a Nordic take on mapping experiences.
5 Key Tools for Effective Digital BrandingKim Stuart
Digital branding is here, and it's not going away. With nearly every major company getting into the mobile wallet space, learning how to use mobile wallets for marketing and branding opportunities should be one of the first things you have on your priority list.
How do you go about creating an effective digital branding presence? What are the elements of mobile wallet marketing campaigns that can increase your funnel conversion rates by as much as 15X over traditional email campaigns?
Many marketers and agency folk alike have difficulties to distinguish between strategy and tactics - this is particularly the case when it comes to the digital space. Guided by short-term data and metrics, we often jump to so-called efficient solutions, before even having a clear picture on what our positioning is or who we should be targeting. This presentation provides an overall framework and various thinking tools for how to best integrate age-old strategy basics with the creation of (digital) tactics.
Skift Report: 14 Global Trends That Will Define Travel in 2014Rafat Ali
At the start of 2014, we’re looking at 14 trends we think will drive travel industry and consumers this year and beyond. Design, user experience, data and ease of travel will define travel trends in 2014, and our 14 trends reflect that.
Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound.
How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses?
In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.
Creating truly personal omni-channel customer experiences by Brian Solis and ...Brian Solis
An exclusive ebook written by Brian Solis for SmartFocus. Customers are more connected and more informed than ever. Digital marketers now need an entirely fresh perspective to succeed in a world where customers and prospects experience their brand in multiple ways – online ads, websites, blogs, email, social and more. In retail, the customer journey might also include a visit to a real world store. This eBook, with exclusive video insights from Brian Solis, will explain how to build those journeys and develop an omni-channel marketing strategy by covering topics such as:
What is omni-channel marketing and why is it important?
How to be human and stay tech savvy and the importance of social media
How email marketing is more important than ever
Prepared to fulfill immersion program in Prasetiya Mulya School of Business and Economics. In collaboration with students from William & Mary school of business, USA.
KQ3: Developing tourism at what cost?
What are the impacts of tourism?
Economic impact
Socio-cultural
Environmental
How are the impacts of tourism managed?
Spire Research and Consulting, Indonesia - Overview and Trends in Tourism Se...Jeffrey BAHAR
Presented at Noppen SEA Hotel Expansion Summit 2014, Jakarta, 29-Nov-2014.
1. The facts and figures on tourism sector developments in Indonesia
2. Impact and challenges - specifically toward hotel expansion prospects
This is without a doubt, the worst presentation I have ever seen. An agency (name hidden to protect privacy) walked in and presented this gem to us over 45 minutes that I will never ever be able to recover.
What started out as a BTL activity pitch for a daily deals site (Groupon India), morphed into the world's worst crash course in marketing.
There is a something bizarre on each and every slide. Enjoy.
The Transformation of the Hotel Industry from Art to ScienceRobert Rauch
The venerable institution of hospitality has been turning around over the past two decades. The combined impact of shifting demographics and new technologies are the primary catalysts for this metamorphosis. The Internet provides consumers an opportunity to think of the hotels as commodities. Hotels had been lowering prices to gain a competitive advantage from 2009 to 2013 but are now raising prices as quickly as possible, hoping that the music won't stop soon. The many changes occurring today are proof positive that this industry is no longer limited to being an "art." We have officially moved into the John Naisbitt coined "hi tech, hi touch" world. Led by revenue management but now including distribution channel management, social media marketing, Web 2.0 or 3.0, call it what you like and more, this industry has been transformed.
Mind the Map: A Nordic take on the Customer Journey and ExperienceOttoboni Helsinki
Why is #customerjourney a hot topic? Why and how should companies map customer experiences? This eBook presents in detail why and how you are able to discover, research and map your customer journey. With multi-strategy methods and a lot of design thinking, this is a Nordic take on mapping experiences.
5 Key Tools for Effective Digital BrandingKim Stuart
Digital branding is here, and it's not going away. With nearly every major company getting into the mobile wallet space, learning how to use mobile wallets for marketing and branding opportunities should be one of the first things you have on your priority list.
How do you go about creating an effective digital branding presence? What are the elements of mobile wallet marketing campaigns that can increase your funnel conversion rates by as much as 15X over traditional email campaigns?
Many marketers and agency folk alike have difficulties to distinguish between strategy and tactics - this is particularly the case when it comes to the digital space. Guided by short-term data and metrics, we often jump to so-called efficient solutions, before even having a clear picture on what our positioning is or who we should be targeting. This presentation provides an overall framework and various thinking tools for how to best integrate age-old strategy basics with the creation of (digital) tactics.
Skift Report: 14 Global Trends That Will Define Travel in 2014Rafat Ali
At the start of 2014, we’re looking at 14 trends we think will drive travel industry and consumers this year and beyond. Design, user experience, data and ease of travel will define travel trends in 2014, and our 14 trends reflect that.
Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound.
How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses?
In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.
Creating truly personal omni-channel customer experiences by Brian Solis and ...Brian Solis
An exclusive ebook written by Brian Solis for SmartFocus. Customers are more connected and more informed than ever. Digital marketers now need an entirely fresh perspective to succeed in a world where customers and prospects experience their brand in multiple ways – online ads, websites, blogs, email, social and more. In retail, the customer journey might also include a visit to a real world store. This eBook, with exclusive video insights from Brian Solis, will explain how to build those journeys and develop an omni-channel marketing strategy by covering topics such as:
What is omni-channel marketing and why is it important?
How to be human and stay tech savvy and the importance of social media
How email marketing is more important than ever
Prepared to fulfill immersion program in Prasetiya Mulya School of Business and Economics. In collaboration with students from William & Mary school of business, USA.
KQ3: Developing tourism at what cost?
What are the impacts of tourism?
Economic impact
Socio-cultural
Environmental
How are the impacts of tourism managed?
Spire Research and Consulting, Indonesia - Overview and Trends in Tourism Se...Jeffrey BAHAR
Presented at Noppen SEA Hotel Expansion Summit 2014, Jakarta, 29-Nov-2014.
1. The facts and figures on tourism sector developments in Indonesia
2. Impact and challenges - specifically toward hotel expansion prospects
Customer experience conference by Sitecore in Oslo, NorwayMichael Leander
My talk at the customer experience conference organized by Sitecore in Oslo, Norway.
The conference was all about the online customer experience and this presentation aimed to set the stage for the 7 other expert marketing speakers presenting.
Spark aims to help you grow brands in an increasingly competitive, market place. It is rich in case-studies of successful global brands like Dove, McDonald’s and Vicks VapoRub, and replete with brainstorming tips and catchy acronyms for developing successful brand campaigns with ad agencies.
The forthcoming book from author Geoffrey Colon on AMACOM Books discusses areas of importance for digital marketers. How are you using creative ways to reach disciplined and trackable results? How are you utilizing SEO, SEM, Social, Data and more to build a growth model? Learn more at http://disruptivemarketer.net
VenuWorks hosted me as the Keynote Speaker where I discussed the importance of strategy, incorporating trends and how to measure success in your location-based marketing initiative.
Conversant what the bleep does personalized marketing really meanConversant, Inc.
Outlines the essential components of a personalized marketing strategy and solution. Simplifies the process of identifying the right approach to personalization for any brand.
Digital Marketing Omnichannel Training in DubaiMichael Leander
Training in Dubai: Digital Marketing & Omnichannel Marketing Training delivered by Michael Leander. Contact to get more information about this Dubai Training program.
Boost your email marketing and marketing automation results by over 17%. Work with Michael Leander one-on-one. He is one of the earliest email marketing pioneers
His email marketing experience started in 1996. He has been using marketing automation back before the term became popular.
With his extensive background in anything to do with direct marketing and digital marketing, he can assist your organization on many levels. From strategy over creation to execution and measurement.
Find his contact details in the slides.
Innowave Summit Keynote Presentation Michael LeanderMichael Leander
Michael Leander keynote speaker presentation at Innowave Summit in Varna, Bulgaria.
Martech and innovation conference attended by around 3.000 attendees. #innowavesummit #michaelleander
State of Email Marketing Europe - Email marketing and marketing automation re...Michael Leander
Report for the state of email marketing and marketing automation in Europe. Includes comparative data between several countries in Europe.
Includes expert tips and suggestions from leading email marketing and marketing automation practitioners including Dave Chaffey, Drayton Bird, Dela Quist, Michael Leander and other great practitioners.
Published by Markedu with support from GIDMA
Digital Business Transformation Workshop in RwandaMichael Leander
Digital Business Transformation Workshop in Kigali, Rwanda. A one-day event for executives.
Attend this workshop in Kigali to fuel high ROI growth for your business.
Digital Business Transformation Workshop in KigaliMichael Leander
The Executive Digital Business Transformation Workshop in Kigali is designed to help executives plan their digital transformation.
The rise of digital will most certainly impact your business. The question is not if, but when.
This workshop is aimed at leaders who want to stay ahead of the curve. Attending the Executive Digital Business Transformation workshop will give you the insight, tools and strategies you need to craft a winning digital business transformation plan.
Invitation til marketing automation netværksmøde i Danmark. Mød ligesindende, der arbejder med at få succes med marketing automation, email marketing og data-driven marketing.
Gruppen mødes 6 gange årligt.
EDDM Awards - Email marketing and data driven marketing awards EMEAMichael Leander
The rules, categories and deadlines for the EDDM Awards - Email Marketing and Data-Driven Marketing Awards for EMEA.
The EDDM Awards is organized by Markedu. Brands and agencies from all over Europe, Africa and the Middle East are eligible to participate.
Email Marketing Assessment Template for SuccessMichael Leander
Use this template for email marketing assessment and marketing automation assessment to evaluate your email marketing and marketing automation programs.
Developed by Michael Leander for GIDMA - data-driven marketing and marketing automation experts.
Contact us if you want to learn how GIDMA can help you accelerate your email marketing and marketing automation efforts.
NOTE: This template covers many relevant areas related to email marketing and marketing automation, but is not exhaustive. The full template is only available to paying clients.
Social media and analytics masterclass in Mumbai and Delhi. Delivered by Michael Leander, organized by Programic Asia. Learn how to achieve high ROMI on social media.
Digital Marketing Masterclass Nairobi in KenyaMichael Leander
Digital Marketing Masterclass in Nairobi, Kenya. Two days of digital marketing tips and tips. Delivered by experts.
The workshop format is highly engaging with emphasis on sharing methodologies, tips and tricks attendees can implement right away.
5 Critical Skills for Digital Marketing CareersMichael Leander
These are 5 of the critical skills to succeed in a digital marketing career. From the Upgrad.com (India) webinar entitled #5 Critical Skills for Digital Marketing Careers".
The second cohort cna join The Chartered Marketing Analyst Course taking place in Nairobi, Kenya. The 5 day marketing course promises to be intensive, highly engaging and lots of fun.
Mobile and Digital Marketing Masterclass in Nairobi, KenyaMichael Leander
The Mobile marketing and digital marketing masterclass is a 2 day, highly interactive and engaging marketing masterclass. It takes place in Nairobi, Kenya. The masterclass is delivered by Michael Leander and organized by A.B.M.C International.
The Marketing Analyst Course is a 5 day chartered marketing analyst course taking place in Dubai. Check brochure for more information and learn why you should attend this course
Digital and mobile marketing masterclass TanzaniaMichael Leander
2 day digital marketing and mobile marketing masterclass in Dar es Salaam in Tanzania. Organized by ABCM International and delivered by marketing speaker Michael Leander.
The masterclass caters to professionals wishing to get results with digital marketing and mobile marketing. Hands-on exercises and lots of attendee interactions during the masterclass.
Kenya Chartered Marketing Analyst Certificate CourseMichael Leander
The Chartered Marketing Analyst Executive Certificate Course takes place in Nairobi, Kenya from June 13th to June 17th.
The course is delivered by Michael Leander and organized by A.B.M.C. International.
See the course brochure for more information and contact details.
This course is also offered in Accra, Ghana from 20th June to 24th June.
Fixing your email- and data driven marketing - on demand contentMichael Leander
Email marketing ekspert Dr. Torsten Schwarz from Absolit interviews customer lifecycle marketing magement expert Michael Leander on email marketing and data driven marketing related issues.
Data driven marketing and email marketing conferenceMichael Leander
The DialogSummit is an important conference on data driven marketing and email marketing. Featuring two language tracks - English and German - you can meet acknowledged email marketing and data driven marketing experts such as Dietmar Dahmen, Kath Pay, Michael Leander, Dela Quist, Jordie van Rijn, Tamara Gielen, Gregor Wolf, Dr. Torsten Schwarz and many, many others.
It takes place in Frankfurt, Germany on 3rd May 2016. The day before you can attend a data driven marketing masterclass in English and several email marketing workshops in German.
More here http://www.dialogsummit.de
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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
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
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
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Tourism and travel marketing masterclass with Michael Leander: Athens, Greece
1. The soul never thinks
without a picture. Aristotle
FORWARD
Travel & Tourism
Marketing Masterclass
Athens – 23 October
Michael Leander’s Masterclass in Greece attended by 65 top marketers from the Tourism &
Travel Industries. Organized by The Institute of Communication and supported by SETE,
Marketing Greece and H Hotels Greece
3. How do most people make
buying decisions?
With logic
With emotions
4.
5. 10:00 Part 1 – Trends & Interactive Exercises
11:00 Break & Group Hug
11:15 Trends continued + content concept and social
13:30 Lunch
14:15 Create a great booking experience with maximum
impact – Ricardo Alencastre, virtual presentation
15:00 Coffee break
15:30 Integrated marketing + Toolbox
17:30’ish The End
12. It is never about
channels or platforms,
but all about
understanding …
> exactly what you want to
achieve
> when you want to achieve it
> how you are going to
achieve it
> Which details you need to
pay extra attention to in order
to accomplish what you want
17. Complexities of a market place,
complicates travel decisions
• Trust > is it safe, can I trust information given?
• Hear say > 1st, 2nd, 3rd hand information
• Alternatives > ABOA (Attributes, Benefits,
Objections, Answers)
• Accessibility > Flights, domestic transport
• Infrastructure >
• Perceptions> cost, environment,
• Name & brand > A country, a region, an island, a
city, a bar?
18.
19. Your elevator pitch
• Pitch 3 important areas related to marketing &
sales you want to fix within 6 months
• Write in bullet form
• 2 people to present their “pitch”
30. Thoughts about branding and
finding your unique value proposition
1. What defines you?
2. What describes you?
• How can you link that to the overall Greece
brand?
• What are the consequences of locking what
defines you in respect to the different markets
you address?
31. Which reads the most words
pr minute – the eye or the ear?
2.500 words per minute
125 words per minute
The eye reads 20 times faster than the ear @michaelleander
40. Meet Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action
41. Challenge: from eyeballs
to reel interaction?
Make sure you
include USP’s
and/or branding
when appropriate
Stir an
emotion
Call to action:
Links and
descriptive
text needed
59. The new shopping experience
• Often starts in search
• Increasing
percentage starts in
mobile search
• M-commerce on the
rise in Western world
• F-commerce
expected to take off
61. Mapping the buying process
Try this exercise (use your own situation or the one below):
Product
Marketing academy
Pricing
€ 5.000 + potential travel expenses
Target audience
Senior and junior marcom management, CEO’s of
SMB’s
Benefit
Accredited, international and local trainers
Delivery
Physical room and virtual rooms
62. Changes in buying behavior impacts
the sales cycles tremendously
No sex on
the first
date
Referral &
recommendation
OTS* high to
get a reaction
Latency
increase
incubationtime
*OTS = Opportunity to see
64. OTS = Opportunity to See
must increase
• Remember: people take longer time to make a decision
• Higher frequency will not hurt you as long as you are well established in the Mind-Box
• In email marketing, be sure to differentiate messages based on open, clicked, no action
68. Match content and offers to stages –
use persona’s if relevant to your situation
Prerequisites
> Profile insights
> Content to match
> Good database &
marketing execution
system
> A clear objective
driven plan on what
you want to
accomplish
69. Think about
top, mid and
end of funnel
and focus
ferociously
on the end
goal, short
and long
term
Bottom of funnel is where the action takes place –
engagement need to drive your audience towards
the bottom of the funnel
69
83. Responsive web design – make sure you deliver a
good to great experience across all devices
84. Responsive websites
1
2
Laptop view
Smartphone view
Navigation (1) and Sectors (2)
Responsive design takes the Navigation
are in one format for the typical
and Sector callouts and formats it
user (laptop/desktop).
automatically to give easy access for the
mobile user).
Check your own website on your smart phone
or tablet. Are you happy now?
86. Prioritise video in your mobile
optimised site.
Video content highly
effective for engagement &
conversion
87. Social media and mobile marketing
• Have a single goal in mind for
each channel
• Optimise each social presence for
mobile (e.g. Facebook apps)
• Time your mobile focused posts
• Favour image and location based
marketing
• Use mobile apps to manage your
account and activity
89. Community engagement – picture
economy
• The secret lives of
luxury shoes
• Photos are
submitted through
Instagram using the
hashtag #BGShoes
• Image is placed on
Bergdorf’s map of
Manhattan
94. Google Currents
- automated publishing
- increase readership
- experiment with
“tabletized” publishing
-opportunity to attract
a new audience
- serve existing audience
better
95. How does
mobile & relevant
”time and place
offers” tie in with
the overall
customer
experience and
your
webpresence
96. Automated campaign a
massive success ... In Turkey
• Sign-up via
qualification
• IVR
• Different Axe girl
calls every day
Think: Solves a real problem in a fun way
(service) and generates continous awarenesss
97. 7 proven senses to consider for your
digital marketing activities
• Lust; the anticipation of pleasure, (which we crave)
• Mystique; an unanswered question that intrigues us and
makes us want to solve the puzzle
• Alarm: the threat of negative consequences, which demands
immediate response
• Prestige: symbols of rank and respect, which earn us status
and admiration
• Vice: rebellion against rules, which tempts us toward
“forbidden fruit”
• Trust: certainty and reliability, to which we give our loyalty
• Commonsense; use your commonsense
99. Mobility is everywhere and is becoming
the de facto standard for finding stuff
•
•
•
•
•
•
Think about Google Maps & Places (be there)
Think about Google Plus (Google +)
Think about Facebook & Places
Think about Foursquare
Think about Location Based Services
Think about how hard it is to find good
interactive apps about Greece in general
100. What is there to think about?
Mobile
Web
Mobile
App
Good for engaging
new prospects
Can work well as a
client retention tool
Cheaper and quicker
to market
Stronger at driving
call to action through
push messaging
Provide an additional
touch point
Ideal for digital
coupons, special user
events and offers
(local, regional)
Mobile
Ads
Targeted
Performance based
Drive traffic,
downloads and
conversion of any kind
101. 5 Minute Exercise
What can you do (or what can Greece do) to
leverage mobility
– Describe an idea or a project, which will help your
brand (or the brand of Greece) attract more
customers or retain/grow customers
114. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share is good
Action is best
Like is NOT a currency, engagement is @michaelleander
115. The power of social is in the share
Call to
action
Page likes
5.000
Shared
222
Reach
23.168
Clicks
?
Likes
74
117. Make the onsite share easy - >
and make it count
Think about
- Images
- Shared text
- How to make
the share
convert
118. Now & Next Generation Online
Presence centers around ….
Customer journey /&
persona driven
approach
• Align content to
solve customer
needs
• Differentiate based
on prospect &
customer status +
win-back
Content in
context
Community
engagement
• Match buying vs.
selling cycles
• Relate content to
campaigns
• Establish stickiness
• Social engagement
• Attract, sustain &
grow membership
based community
Prerequisite = Strong backoffice
Engagement &
campaign
automation
• Personalized
• Relevant
conversations
• One data repository