This document provides an overview of integrated marketing communications and its importance for automotive aftercare businesses. It discusses how applying Dave Brailsford's concept of "aggregated marginal gains" by improving every small component of a business by 1% can lead to significant overall improvements. Some key components of a business that must work together include physical aspects like location, workshop, and products as well as emotional aspects like appearance, pricing, advertising, and customer service. The document advocates taking each component of the "marketing wheel" and ensuring it is well-maintained and coordinated. It highlights research from Nielsen showing the top influences on customer actions, like recommendations from others and branded websites, and how focusing on improving these areas can increase sales and profitability
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 1wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 2wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
Breaking Through the Clutter: Best Practices for Improved Co-op Ad SalesLocalogy
LSA Consultant Charles Laughlin shares 10 best practices for improved co-op advertising sales. To learn more about how Local Search Association aids in co-op advertising, visit: http://www.thelsa.org/lsa/lsa-co-op.aspx
This document summarizes key findings from a study of the IPA Databank on marketing effectiveness in the digital era. Some of the main points include:
- Mass marketing and broad-reach campaigns are still effective at driving market share growth, which is a key driver of profit. The digital revolution has increased the potential effectiveness of most marketing forms, including traditional media.
- A balance of long-term brand building (around 60% of spend) and short-term activation (around 40% of spend) is still the best strategy. Video advertising, both online and offline, is the most effective brand-building format, while paid search and email emerge as the most effective activation channels.
- However,
LSA VP Tim Brennan shares tips on how to utilize digital co-op advertising dollars. To learn more about how Local Search Association aids in co-op advertising, visit: http://www.thelsa.org/lsa/lsa-co-op.aspx
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
The document appears to be a proposal from Slingshot Group, a digital marketing agency, showcasing their services and experience. In 3 sentences:
Slingshot Group is a full-service digital marketing agency with 26 staff that provides services including digital strategy, creative production, social media management, and campaign implementation and monitoring. They highlight relevant case studies in non-profit, entertainment, and food industry clients. The proposal aims to demonstrate their expertise and process to potentially work with the recipient on their digital strategy needs.
Everything You Thought About Customer Service & Loyalty is Wrong // Toolbox S...LHBS
What we think about in customer service could be wrong, from what customers want to who’s the best personality for teams.
Technology research firm Gartner Inc. (previously CEB) recently presented findings from a number of studies carried out within the realm of customer service across the world.
The research spanned many different industries and consisted of over 125,000 customers, over 5000 service representatives, over 100 companies and revealed three major findings.
We explore these findings and offer actionable steps and useful resources to begin customer service transformations within any company.
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 1wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 2wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
Breaking Through the Clutter: Best Practices for Improved Co-op Ad SalesLocalogy
LSA Consultant Charles Laughlin shares 10 best practices for improved co-op advertising sales. To learn more about how Local Search Association aids in co-op advertising, visit: http://www.thelsa.org/lsa/lsa-co-op.aspx
This document summarizes key findings from a study of the IPA Databank on marketing effectiveness in the digital era. Some of the main points include:
- Mass marketing and broad-reach campaigns are still effective at driving market share growth, which is a key driver of profit. The digital revolution has increased the potential effectiveness of most marketing forms, including traditional media.
- A balance of long-term brand building (around 60% of spend) and short-term activation (around 40% of spend) is still the best strategy. Video advertising, both online and offline, is the most effective brand-building format, while paid search and email emerge as the most effective activation channels.
- However,
LSA VP Tim Brennan shares tips on how to utilize digital co-op advertising dollars. To learn more about how Local Search Association aids in co-op advertising, visit: http://www.thelsa.org/lsa/lsa-co-op.aspx
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
The document appears to be a proposal from Slingshot Group, a digital marketing agency, showcasing their services and experience. In 3 sentences:
Slingshot Group is a full-service digital marketing agency with 26 staff that provides services including digital strategy, creative production, social media management, and campaign implementation and monitoring. They highlight relevant case studies in non-profit, entertainment, and food industry clients. The proposal aims to demonstrate their expertise and process to potentially work with the recipient on their digital strategy needs.
Everything You Thought About Customer Service & Loyalty is Wrong // Toolbox S...LHBS
What we think about in customer service could be wrong, from what customers want to who’s the best personality for teams.
Technology research firm Gartner Inc. (previously CEB) recently presented findings from a number of studies carried out within the realm of customer service across the world.
The research spanned many different industries and consisted of over 125,000 customers, over 5000 service representatives, over 100 companies and revealed three major findings.
We explore these findings and offer actionable steps and useful resources to begin customer service transformations within any company.
Measuring Customer-Experience ROI with social mediaMichael Wolfe
Bottom-Line Analytics is a consulting firm focused on marketing effectiveness and brand performance analytics. They have developed the Social Engagement Index (SEI) which uses stance-shift analysis of social media conversations to more accurately measure consumer sentiment. The SEI has shown strong correlations to sales and brand metrics. Bottom-Line Analytics works with clients to use the SEI and other analytics to define brand positioning, measure sponsorship ROI, and optimize marketing mix and content strategies. Case studies demonstrate how the SEI has helped clients improve sales, launch new products successfully, and accelerate growth.
Digital marketing solution providers driving the future of marketingMerry D'souza
As digital marketing is fairly an emerging and digital marketing agencies aim to improve the “Digital Marketing Solution providers Driving the Future of Marketing!"As the business landscape is drastically changing, the companies are scrambling to exploit new opportunities.
Millward Brown Saudi Arabia - Get Your Advertising RightKantar
This document provides an overview of Link, Millward Brown's predictive advertising pre-testing tool. It summarizes key aspects of how Link works, what it measures, and insights it can provide to improve advertising effectiveness.
In 3 sentences or less:
Link uses facial coding and online surveys to test advertising concepts with target audiences. It measures engagement, brand associations, and brand predisposition to predict a ad's performance. Link provides fast, diagnostic feedback via an interactive dashboard to help optimize creative concepts before launch.
New research proves consumers prefer brands that offer unique experiences. Many are even willing to pay more for unique brand experiences. Check out our global research on brand experience trends and learn how to apply these insights to your brand.
Millward Brown Egypt - Creating Impact in Today's Media LandscapeKantar
#Gettingmediaright by addressing the challenges in modern media optimization. Andrzej looks at changes in the media landscape and how to ensure you use the right touchpoints and creative to engage consumers and deliver your brand objectives. Based on real examples, Andrzej discusses the proportion of media spend that should be put behind various marketing activities, the challenges of how to connect plans across media silos, and how to reduce and make sense of digital data complexity to tell a coherent, consistent, and connected multimedia story.
Andrzej Suski, Head of Media & Digital, Millward Brown
A case study marketing mix model for major department store retailer. The. data source is credit-card transactions, segmented among Millennial (18-24), Gen XZ (25-54) and Boomer (55+)age groups. This measures short & long-term advertjsing plus the impact of media creative. The work examines and evaluates this retailer's "Millennial's only" media targeting strategy.
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
Millward Brown Saudi Arabia: Brand building in the digital ageKantar
This document discusses the importance of effective brand building and communications planning in the digital age. It notes that brands provide shortcuts to meaning for consumers and that being meaningful, different, and salient is key to growth. Successful communications plans start with understanding the task, aligning with brand differentiation through insights, choosing an effective creative platform and channels, and creating executions that achieve goals. Synergies across channels can multiply brand impact. Case studies demonstrate how understanding consumers and creating differentiated, meaningful campaigns can drive outcomes like increased market share. Effective planning is fundamental to capitalizing on opportunities in today's changing media landscape.
Marketing ROI Measurement for RestaurantsMichael Wolfe
Case study of how a QSR restaurant used marketing ROI models to identify opportunities to expand growth of their business. In this case, showing how spending more on a new item launch will accelerate business growth.
Innovations in marketing effectiveness measurement v.2Michael Wolfe
Demonstrates a comprehensive & holistic approach to marketing effectiveness modeling which includes measures of creative effectiveness, long-term ad effects, measuring marketing synergies and a unique approach to measuring the customer-brand experience using social media.
The document discusses customer experience and engagement. It notes that customer experience is the sum of all interactions a customer has with a business from initial contact through termination of the relationship. It also discusses how digital channels enable businesses to engage customers in real time based on their actions and behaviors. Finally, it discusses how understanding customer value and engagement can help businesses develop strategies to migrate customers to higher value tiers through differentiation, upselling, cross-selling, and retention efforts.
2018 customer journey_mapping_research_mycSylke Will
Customer journey mapping is a discipline that allows organisations to step into their customers’ shoes; to gain valuable insights that enable them to improve the customer experience. But how well-adopted is it - and how successful are practitioners at using it? MyCustomer’s 2018 customer journey mapping research report is based on a global survey of 248 customer experience professionals across EMEA, North America and Asia-Pacific. The research looks at the maturity of the practise of customer journey
mapping, exploring how long organisations have been utilising journey
mapping, and how successful they feel they are at it.
The research also examines what trends are emerging in the execution
of customer journey mapping, including who typically has ownership of
the programme and what tools are most commonly used to support it.
We have also attempted to tease out best practices from organisations
whose customer journey mapping programmes are most mature and/or
most successful.
Teleperformance case study superior sales achievement for a global hospitalit...Teleperformance
Superior Sales Achievement for a Global Hospitality Company by increasing sales while at the same time increasing customer satisfaction, reducing errors, and upselling customers to increase revenue.
This presentation provides an overview of the ways in which we can enhance the impact of your marketing efforts on your customers, your business and the world at large.
This document provides guidance on calculating the return on investment (ROI) for content marketing. It begins by explaining the importance of building a business case for content marketing by quantifying early-stage traffic, organic search rankings, and budgets redirected from low-performing programs. It then discusses measuring results by looking at metrics like leads, conversions, engagement, and customer retention and value. The overall message is that content marketing ROI can be quantified to convince executives and justify continued funding.
Alan Feldenkris, Director, Client Development & Marketing Innovation at SapientNitro, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This document provides a campaign plan for BMW to promote their BMW Genius program. The campaign aims to increase awareness of the BMW Genius program among BMW centers and potential employees ages 20-29, especially females, to increase the number of BMW Geniuses nationwide to 750 by the end of 2015. The campaign budget is $175,000 and will utilize various marketing tactics such as social media, a "BeGenius Tour" event, public relations, banner ads, direct mail, and email. An analysis of BMW as a company, the BMW Genius program, the target consumer demographic of Millennials, and the automotive market is also provided.
The document outlines a digital media plan presentation for JK Tyres. It discusses analyzing competitors' digital strategies, focusing communication on resonating JK Tyres' brand story through an integrated digital, social, mobile and video marketing plan. The plan emphasizes creating rich content with a central "take charge" theme across social platforms and developing digital, rich media, and mobile assets to get the core message into everyday conversations. The goal is to increase impressions, leads, followers, referrals and provide customer service, measuring success along the way.
The document outlines a below-the-line marketing activities plan by a client, Mr. Sohail Raja, to promote their product to children, teenagers, and all classes of society through taste and quality. The objectives are to gain market share, increase brand recall and awareness, drive brand switching, and create a top-of-mind brand. Activities include road shows with walkers, displays in malls and parks, school swimming galas with product trials and sales, and using multimedia at signals and malls. The mechanics of each activity involve staffing, permissions, branded displays, and prizes to engage the target audience.
Measuring Customer-Experience ROI with social mediaMichael Wolfe
Bottom-Line Analytics is a consulting firm focused on marketing effectiveness and brand performance analytics. They have developed the Social Engagement Index (SEI) which uses stance-shift analysis of social media conversations to more accurately measure consumer sentiment. The SEI has shown strong correlations to sales and brand metrics. Bottom-Line Analytics works with clients to use the SEI and other analytics to define brand positioning, measure sponsorship ROI, and optimize marketing mix and content strategies. Case studies demonstrate how the SEI has helped clients improve sales, launch new products successfully, and accelerate growth.
Digital marketing solution providers driving the future of marketingMerry D'souza
As digital marketing is fairly an emerging and digital marketing agencies aim to improve the “Digital Marketing Solution providers Driving the Future of Marketing!"As the business landscape is drastically changing, the companies are scrambling to exploit new opportunities.
Millward Brown Saudi Arabia - Get Your Advertising RightKantar
This document provides an overview of Link, Millward Brown's predictive advertising pre-testing tool. It summarizes key aspects of how Link works, what it measures, and insights it can provide to improve advertising effectiveness.
In 3 sentences or less:
Link uses facial coding and online surveys to test advertising concepts with target audiences. It measures engagement, brand associations, and brand predisposition to predict a ad's performance. Link provides fast, diagnostic feedback via an interactive dashboard to help optimize creative concepts before launch.
New research proves consumers prefer brands that offer unique experiences. Many are even willing to pay more for unique brand experiences. Check out our global research on brand experience trends and learn how to apply these insights to your brand.
Millward Brown Egypt - Creating Impact in Today's Media LandscapeKantar
#Gettingmediaright by addressing the challenges in modern media optimization. Andrzej looks at changes in the media landscape and how to ensure you use the right touchpoints and creative to engage consumers and deliver your brand objectives. Based on real examples, Andrzej discusses the proportion of media spend that should be put behind various marketing activities, the challenges of how to connect plans across media silos, and how to reduce and make sense of digital data complexity to tell a coherent, consistent, and connected multimedia story.
Andrzej Suski, Head of Media & Digital, Millward Brown
A case study marketing mix model for major department store retailer. The. data source is credit-card transactions, segmented among Millennial (18-24), Gen XZ (25-54) and Boomer (55+)age groups. This measures short & long-term advertjsing plus the impact of media creative. The work examines and evaluates this retailer's "Millennial's only" media targeting strategy.
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
Millward Brown Saudi Arabia: Brand building in the digital ageKantar
This document discusses the importance of effective brand building and communications planning in the digital age. It notes that brands provide shortcuts to meaning for consumers and that being meaningful, different, and salient is key to growth. Successful communications plans start with understanding the task, aligning with brand differentiation through insights, choosing an effective creative platform and channels, and creating executions that achieve goals. Synergies across channels can multiply brand impact. Case studies demonstrate how understanding consumers and creating differentiated, meaningful campaigns can drive outcomes like increased market share. Effective planning is fundamental to capitalizing on opportunities in today's changing media landscape.
Marketing ROI Measurement for RestaurantsMichael Wolfe
Case study of how a QSR restaurant used marketing ROI models to identify opportunities to expand growth of their business. In this case, showing how spending more on a new item launch will accelerate business growth.
Innovations in marketing effectiveness measurement v.2Michael Wolfe
Demonstrates a comprehensive & holistic approach to marketing effectiveness modeling which includes measures of creative effectiveness, long-term ad effects, measuring marketing synergies and a unique approach to measuring the customer-brand experience using social media.
The document discusses customer experience and engagement. It notes that customer experience is the sum of all interactions a customer has with a business from initial contact through termination of the relationship. It also discusses how digital channels enable businesses to engage customers in real time based on their actions and behaviors. Finally, it discusses how understanding customer value and engagement can help businesses develop strategies to migrate customers to higher value tiers through differentiation, upselling, cross-selling, and retention efforts.
2018 customer journey_mapping_research_mycSylke Will
Customer journey mapping is a discipline that allows organisations to step into their customers’ shoes; to gain valuable insights that enable them to improve the customer experience. But how well-adopted is it - and how successful are practitioners at using it? MyCustomer’s 2018 customer journey mapping research report is based on a global survey of 248 customer experience professionals across EMEA, North America and Asia-Pacific. The research looks at the maturity of the practise of customer journey
mapping, exploring how long organisations have been utilising journey
mapping, and how successful they feel they are at it.
The research also examines what trends are emerging in the execution
of customer journey mapping, including who typically has ownership of
the programme and what tools are most commonly used to support it.
We have also attempted to tease out best practices from organisations
whose customer journey mapping programmes are most mature and/or
most successful.
Teleperformance case study superior sales achievement for a global hospitalit...Teleperformance
Superior Sales Achievement for a Global Hospitality Company by increasing sales while at the same time increasing customer satisfaction, reducing errors, and upselling customers to increase revenue.
This presentation provides an overview of the ways in which we can enhance the impact of your marketing efforts on your customers, your business and the world at large.
This document provides guidance on calculating the return on investment (ROI) for content marketing. It begins by explaining the importance of building a business case for content marketing by quantifying early-stage traffic, organic search rankings, and budgets redirected from low-performing programs. It then discusses measuring results by looking at metrics like leads, conversions, engagement, and customer retention and value. The overall message is that content marketing ROI can be quantified to convince executives and justify continued funding.
Alan Feldenkris, Director, Client Development & Marketing Innovation at SapientNitro, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This document provides a campaign plan for BMW to promote their BMW Genius program. The campaign aims to increase awareness of the BMW Genius program among BMW centers and potential employees ages 20-29, especially females, to increase the number of BMW Geniuses nationwide to 750 by the end of 2015. The campaign budget is $175,000 and will utilize various marketing tactics such as social media, a "BeGenius Tour" event, public relations, banner ads, direct mail, and email. An analysis of BMW as a company, the BMW Genius program, the target consumer demographic of Millennials, and the automotive market is also provided.
The document outlines a digital media plan presentation for JK Tyres. It discusses analyzing competitors' digital strategies, focusing communication on resonating JK Tyres' brand story through an integrated digital, social, mobile and video marketing plan. The plan emphasizes creating rich content with a central "take charge" theme across social platforms and developing digital, rich media, and mobile assets to get the core message into everyday conversations. The goal is to increase impressions, leads, followers, referrals and provide customer service, measuring success along the way.
The document outlines a below-the-line marketing activities plan by a client, Mr. Sohail Raja, to promote their product to children, teenagers, and all classes of society through taste and quality. The objectives are to gain market share, increase brand recall and awareness, drive brand switching, and create a top-of-mind brand. Activities include road shows with walkers, displays in malls and parks, school swimming galas with product trials and sales, and using multimedia at signals and malls. The mechanics of each activity involve staffing, permissions, branded displays, and prizes to engage the target audience.
Corporate social responsibility is a concept where organizations consider the interests of society by taking responsibility for their impact on stakeholders and the environment. JK Tyre, established in 1951, is a leading Indian tire exporter that engages in various social responsibility initiatives like free medical camps, eye camps, and programs for mentally retarded children. JK Tyre also supports initiatives related to HIV/AIDS awareness, road safety, education through the Lakshmipat Singhania School, environmental conservation through tree planting and public parks, and maintenance of civic amenities.
CEAT is an Indian tyre manufacturer established in 1958 as a collaboration between CEAT International and the Tata Group. It manufactures over 10 million tyres per year and enjoys 55% market share for light truck and truck tyres in India. CEAT has a wide range of tyres across passenger, farm, commercial, and off-road vehicle categories. It has a large distribution network across India and also exports to markets in the US, Africa, and Asia. CEAT's competitors include other major Indian tyre companies like MRF and Apollo as well as global brands like Bridgestone and Michelin.
Apollo Tyres Ltd generates 59% of its revenue from India, 28% from Europe, and 13% from Africa. It has operations in India, the Netherlands, South Africa, and Zimbabwe. The company's vision is to become a significant global tyre player and a preferred brand that enhances stakeholder value. The Indian tyre industry is worth approximately Rs. 225 billion with the top players being Apollo Tyres, MRF, JK Tyres, and Ceat, which combined account for 75% of industry turnover. Apollo Tyres has grown its net worth, net current assets, net block, and total debt between 2007-2011. It has also increased total operating income, profits, earnings per share, and
This document summarizes an internship project at JK Tyres on understanding the radialization process and conducting a fitment survey of passenger cars. The project involved researching JK Tyres' radialization workflow, product lines including truck, off-road vehicle, and passenger car tires. A survey of 200 passenger cars found JK Tyres had a 21% market share but lower dealer satisfaction than competitors. Recommendations included improving quality assurance, dealer training, and promoting JK Tyres' passenger car tires.
MRF is a leading manufacturer and exporter of tires, conveyor belts, and paints headquartered in Chennai, India. It has 7 manufacturing plants in South India and over 2,500 distribution outlets across India and 65 other countries. MRF differentiates itself through high quality and durable products. It targets individual car owners as well as automotive companies. While it faces competition on factors like price and performance, MRF maintains its leadership through innovation, loyal customers, and financial strength.
CEAT Tyres was established in 1958 and is the second largest tyre manufacturer in India. It produces over 6 million tyres per year and earned around 65% of its revenue from two-wheeler and three-wheeler segments in recent years. CEAT focuses on superior quality and durability and has seen significant increases in sales, profits, and exports over the past year. The company is involved in various social responsibility and community development programs.
Apollo Tyres aims to strengthen its brand awareness and perception through a marketing mix focused on product innovation, an extensive distribution network, and promotional campaigns emphasizing functional benefits. The company segments consumers and targets various vehicle types, focusing currently on passenger cars and the truck/bus segment. Apollo positions itself as providing high-performance, safe tyres at a value price through advanced technology.
Personalised Search Marketing - The Drum 2016Lee Mason
This document discusses the increasing personalization of paid search marketing. It begins by describing how search marketing has traditionally focused on targeting ads based on keywords but is now evolving to personalize ads using additional data. Examples of early personalization efforts include mobile-specific ad copy and search remarketing based on previous site visits. The key development discussed is Google's addition of location data to ad customization templates in late 2015. This allows advertisers to dynamically adjust ad copy based on a user's location within a single campaign, avoiding issues of low search volumes that splitting campaigns by location could cause. The document argues this represents a shift from targeting to true personalization. It provides examples of how location and other publicly available data could be used to create
Rex Briggs at JD Power and Associate Automotive Internet RoundtableKelly Automotive
The document discusses best practices for measuring integrated marketing communication (IMC) and return on marketing objectives (ROMO). It presents a case study analyzing the marketing of the Chrysler Sebring using ROMO methodology. The analysis found magazine advertising was most effective at increasing brand familiarity and recommended reallocating funds from television and online to magazines. The optimized plan was estimated to increase impact by 166% with the same budget.
Digital Marketing 101 | The Basics You Need to KnowMarcus Herrington
This document provides information from a G3 Annual Dealership Conference presentation on digital marketing. It discusses the importance of digital advertising spend and outlines five steps to begin a digital marketing campaign: building a digital foundation with a logo, brand and website; identifying and claiming all digital channels; strategizing and building an online campaign; tracking conversions and analytics; and refining the campaign. It also provides tips on branding, engagement, paid search and display advertising, social media outlets, and terminology definitions to help dealerships improve their digital marketing efforts.
Every one here about digital marketing, But do you know Why Digital Marketing is it Important for your business?. No.. don't worry read this PPT and you can understand the importance of digital marketing for your business.
This presentation on Customer Experience Management was delivered at The Social CRM Conference in Singapore on the 21/01/2014. The event was attended by Senior Marketing Executives from around the Asia Pacific and Japan region.
This document provides an introduction to digital marketing communications management. It outlines the progression of the course and defines the scope of digital marketing. Key topics covered include the seven stages of the digital marketing communications cycle, the four customer relationship stages, guidelines for digital marketing success, and how traditional marketing methods still apply but must be adapted for the digital world. Personalization and interactivity are identified as two aspects that make digital marketing distinct from traditional marketing approaches.
Content strategy and earned media have huge potential to help brands better serve their customers, but many struggle to change old habits and ways of working. This book shares many of the things that we in the Brilliant Noise team have learned in recent years about developing and scaling a branded content organisation.
Matchcode is a global marketing firm that provides integrated marketing solutions to help insurance companies address challenges in a changing digital landscape. It has over 100 employees and annual revenue of €15 million. Matchcode uses data analytics, marketing automation, and other digital technologies to help clients improve customer acquisition, retention, and experience across online and offline channels. One example is Matchcode's work with Canada Life to relaunch its website and intermediaries extranet, providing 24/7 self-service to enhance the customer experience.
This document introduces the 90:10 Group, a global network of social media specialists who help businesses adapt to and succeed in social media. They have backgrounds in marketing, PR, research, branding, consulting, and web development. The group uses co-creation methods to deliver insights, innovation, and actions to organizations. They work to make products, services, and communications better fit intended consumers. They believe in open businesses that engage consumers through social media to collaboratively co-create output. With experience across industries, the 90:10 Group can answer key questions about social media strategy, research, ROI measurement, and more.
Jan Kein Do the right thingmarketing for startupsАліна Шепшелей
This document provides marketing advice for startups. It begins with an introduction of the author and emphasizes the importance of marketing for startups. It then discusses various digital marketing channels including content marketing, video marketing, SEO, social media marketing, email marketing, and webinars. Traditional channels like media, conferences, and partnerships are also covered. Specific tools are recommended for each channel. The document provides examples of successful marketing campaigns and concludes with recommendations to nail the product value, have a marketing plan, set goals, maintain marketing expenses, and market every day with an innovative approach.
SE2016 Marketing&PR Jan Keil "Do the right thing marketing for startups"Inhacking
Event: #SE2016
Stage: Marketing&PR
Data: 3 of September 2016
Speaker: Jan Keil
Topic: Do the right thing marketing for startups
INHACKING site: https://inhacking.com
SE2016 site: http://se2016.inhacking.com/
This document provides an overview of marketing concepts and strategies. It discusses defining marketing and its key components like creating and communicating customer value. It also outlines various marketing strategies and tactics like the 4 P's, developing a unique selling proposition, and conducting market research. The document emphasizes developing a clear marketing strategy and action plan with goals, tactics, responsibilities and metrics to measure effectiveness.
2014 Luxury Ecommerce Market Research Survey ResultsDavid Matthews
The document summarizes findings from a 2014 benchmarking study conducted by Luxury Interactive. Key findings include:
- 83% of respondents reported annual online revenues of less than $50 million.
- Most respondents saw increases in key online metrics like conversion rates and customer repeat visits over the past year.
- Most companies plan to invest in SEO, SEM, display advertising, personalization and email over the next 12-18 months.
- Nearly half of marketing budgets are spent on ecommerce, online and digital initiatives.
The document summarizes findings from a 2014 benchmarking study conducted by Luxury Interactive. Key findings include:
- 83% of respondents reported annual online revenues of less than $50 million.
- Most respondents saw increases in key online metrics like conversion rates and customer repeat visits over the past year.
- Most companies plan to invest in SEO, SEM, display advertising, personalization and email over the next 12-18 months.
- Nearly half of marketing budgets are spent on ecommerce, online and digital initiatives.
Digital marketing! the word that enterprises Love today. Well, too much of something is not good. Also, is this word not abused? In terms of Jargons? in the name of Analytics? In the name of getting responsive? Well, Probe in for details!
This document discusses frontline marketing and localizing national brand strategies. It provides an interview with Paul Carter, Managing Director of Get Carter Productions, who discusses the challenges national brands face in localizing their marketing and how to overcome them. He also provides advice for local outlets on building their client base while maintaining their brand identity and how social media can enhance local search visibility. The document also discusses trends in franchise marketing for 2015 such as mobile optimization, digital integration, and digital ad placement.
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
Maximize How You Individualize: because the Journey and Outcome Matter Nicholas Kontopoulos
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1. Retail Marketing -
Automotive Aftercare
Harnessing the Power
of Integrated Marketing
Communications
Chapter 1
Tyres • Exhausts • Batteries • Shock Absorbers • Servicing
By GARY POTTER
5. Maximising profitability!
Marketing is about
knowing the market,
selling the right product
or service, creating a
desire for that product
or service, and letting the
right people know that
you provide it.
5
6. Caution - be careful of
the old adage -
‘If you build a better
mousetrap, people will
beat a path to your door!’
7. Not entirely true!
You might have the best
mousetrap in the world
but if people don’t know
about it - there will be no
beating at your door!
7
8. So we use ‘Marketing’ to
lead people to your door.
9. To kick off, let’s take a look
at Integrated Marketing
Communications
9
13. Dave Brailsford, the newly appointed Team Sky Coach
improved every tiny thing by 1 percent and here’s
what happened
By JAMES CLEAR
14. In 2010, Dave Brailsford faced a tough job.
No British cyclist had ever won the Tour de France, but as the new
General Manager and Performance Director for Team Sky (Great Britain’s
professional cycling team), Brailsford was asked to change that.
His approach was simple.
Brailsford believed in a concept that he referred to as the “aggregation of
marginal gains.” He explained it as “the 1 percent margin for improvement
in everything you do.” His belief was that if you improved every area related to cycling by just 1 percent, then those
small gains would add up to remarkable improvement.
They started by optimizing the things you might expect: the nutrition of riders, their weekly training program, the
ergonomics of the bike seat, and the weight of the tyres.
But Brailsford and his team didn’t stop there. They searched for 1 percent improvements in tiny areas that were
overlooked by almost everyone else: discovering the pillow that offered the best sleep and taking it with them to
hotels, testing for the most effective type of massage gel, and teaching riders the best way to wash their hands to
avoid infection. They searched for 1 percent improvements everywhere.
15. Brailsford believed that if they could successfully execute this strategy, then Team Sky would be in a position to win
the Tour de France in five years time.
He was wrong. They won it in three years.
15
17. It is a great example
of how effective ‘Integrated Marketing’ works
throughout any business.
18. The same principles can be applied to your
tyre, exhaust, and car servicing business.
19. 19
By applying Dave Brailsford’s theory of:
“Aggregated Marginal Gains”
(sorry for the jargon)
...and taking a look at every component of your
business to see how each of these areas can
be improved, the overall effect could be a big
improvement in the performance of your business.
23. The Physical:
Location
The Building
Car Park
Equipment
Workshop
Products
Staff
Reception
Point of Sale
Vehicles
The Emotional:
Appearance of the Building
Pricing
Press Advertising
Posters
Literature
Promotional Offers
Website
PR
Customer Service
Training
23
24. Areas of your business which need
to work with one another in a
complimentary way.
Keep them well maintained and well
co-ordinated; the net result: effective and
powerful ‘Marketing’.
25. 25
This fundamental principle will have a direct
influence on the reasons why customers will come to
your door.
In preference to one of your competitors.
26. A good Marketing Manager will bring all
the components of a business together in
a coherent and disciplined way, including
their ‘look’, their ‘feel’ as well as their
functional qualities.
27. One of the clearest methods of illustrating this within
any business, is the ‘Marketing Wheel’:
27
29. Each of the coloured segments represents an element or
area within your tyre and exhaust business.
However, some of these circles can have more of an
influence on your customer’s than others.
From the top, working clockwise, the most effective are:
Display & Site, Internet & Social Media, Print,
Internal & External PR, Sales - Customer Service
& Training, Newspaper Advertising, Pricing,
Strategy & Branding.
29
30. Let’s stop there for a moment!
We’re going to introduce a new subject,
‘Market Research’:
31. Nielsen are a highly regarded Market Research Company
who are experts on Consumer Trends. Their research
includes retail, media, and consumer reports to support
business investment decisions. Nielsen provide a source for
consumer goods retail sales data and market insights.
31
32. The type of information
they provide is extremely useful:
33. 8 GLOBAL TRUST IN ADVERTISING AND BRAND MESSAGES
Recommendations from people I know 84% 84% --
Consumer opinions posted online 70% 68% 2%
Ads on TV 68% 62% 6%
Branded websites 67% 69% -2%
Ads in newspapers 65% 61% 4%
Emails I signed up for 65% 56% 9%
Editorial content such as newspaper articles 64% 67%- 3%
Ads in magazines 62% 60% 2%
Brand sponsorships 60% 61% -1%
TV program product placements 58% 55% 3%
Billboards and other outdoor advertising 57% 57% --
Ads served in search engine results 57% 48% 9%
Ads on radio 55% 57% -2%
Ads on social networks 55% 48% 7%
Ads before movies 53% 56% -3%
Online video ads 52% 48% 4%
Online banner ads 50% 42% 8%
Display ads on mobile devices 49% 45% 4%
Text ads on mobile phones 45% 37%8 %
Source: Nielsen Global Survey of Trust in Advertising, Q1 201 3
FORM OF ADVERTISING TAKE ACTION TRUST
DIFFERENCE
ACTION VS. TRUST
TO WHAT EXTENT DO CUSTOMERS TAKE ACTION ON
THE FOLLOWING FORMS OF ADVERTISING?
33
34. There are items on Nielsen’s top 20 list of
advertising influences which directly relate
to the ‘Marketing Wheel’. As a quick look,
take the top 11 advertising influencers:
(We’ve used the Top 11 because Billboards and Posters are
important in the tyre and exhaust industry).
35. 1. Recommendation 8 Customer service/training
Internal PR and Culture
2. Consumer opinions posted online 8 The internet/websites
3. Ads on TV 8 TV Advertising
4. Branded websites 8 Website design
5. Ads in newspapers 8 Newspaper advertising
6. Emails signed up for 8 The internet
7. Editorial content/newspaper articles 8 External PR
8. Ads in magazines 8 Newspaper advertising
9. Brand sponsorship 8 Events/sponsorship
10. TV Programme product placements 8 TV Advertising
11. Billboards and outdoor advertising 8 Display and site
Nielsen Top 11 Influencers On the Marketing Wheel as:
35
36. It’s not all about the internet,
websites, or Search Engine
Optimisation!
37. In addition to the internet there are many
other influences that affect the reason
why customers will visit your business to
make a purchase.
37
38. For example, take ‘Recommendation’!
On page 35, this is listed as Nielsen’s
top reason why customers come to your
business.
39. Apply the principles of
‘Aggregated Marginal Gains’ (i.e. improve
‘Recommendation’ by 1%) and you’ll
achieve an improvement in your sales.
39
40. How can we improve ‘Recommendation’!
i.e. How do we encourage existing
customers to ‘Recommend’ your
products and services to their friends and
relatives?
41. ‘Recommendation’!
By providing excellent customer service,
good telephone manner, helpful staff,
quality products, high standards of
fitment, fair price, comfortable and
clean environment. At ‘Point of Sale’ a
‘Recommend a Friend’ voucher, and maybe
a follow up phone call a few days later?
41
42. Are your staff complying?
You could build the best website in
the world, or spend huge amounts on
press advertising, but if your staff aren’t
fulfilling the basic principles of customer
care, there’s a chance that you’re
existing customers will not come back or
recommend you to one of their friends.
43. Apply the principles of
‘Aggregated Marginal Gains’,
improve your ‘Customer Service’ by at
least 1% and you’re on course to achieving
greater sales and profitability.
43
45. In the next Chapter we’ll be looking at
‘Recommendation’ in more depth, using
case studies or ‘Recommend a Friend’
vouchers, and exploring ideas in each
of the advertising elements listed in the
Nielsen Report which relate specifically to
automotive aftercare.
45
46. To make sure you receive the next Chapter, email to the
address below and we’ll send when ready.
CONTACT:
Email: gary@sizcreate.freeserve.co.uk
Office Tel: 0121 569 7785
Mobile: 07802 437901
Gary Potter
Sizzle
Units 5 6 Park Lane Trading Estate
Oldbury
West Midlands
B69 4JX
Retail Marketing -
Automotive Aftercare
Harnessing the Power
of Integrated Marketing
Communications
Chapter 2
Tyres • Exhausts • Batteries • Shock Absorbers • Servicing
By GARY POTTER