So lets say you wish to amp up your understanding on strategic planning. Now imagine you could ask a fellow Planner anything - what would you ask? The above is a compilation of 4 questions - from one Planner to another.
But it's but ONE way of answering those questions. How would you have answered differently?
Be it an alternative answer, or a new question, feel free to drop a comment below (or start your own Q&A) and see what kind of conversation ensues.
The main thesis of this article is that several long term trends are reshaping marketing and forcing marketing managers to change radically to keep up. These long term trends are technological, socioeconomic and geopolitical. The future landscape of the business worldwide will have the marketing evolutions as a driver. These evolutions will be the response to the changes of business and marketing environment. How we see the future depends partly on our current perspective. A research oriented visionary will detail what the future brings for researchers. A technology oriented one describes the wonders of coming technologies. Marketing managers are likely concerned with future developments in their specific areas of responsibility i.e., advertising and promotion, branding, or supply chain . Academics likely look for the hot new research topics. S. Balaji | A. Jayaprakash | K. Prabhakaravarman "The Future Trends on Marketing" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-5 , August 2020, URL: https://www.ijtsrd.com/papers/ijtsrd33107.pdf Paper Url :https://www.ijtsrd.com/management/marketing/33107/the-future-trends-on-marketing/s-balaji
Báo cáo 2020 Audience Insights for B2B Marketing là những số liệu chi tiết về xu hướng sử dụng các phương tiện truyền thông (media) từ hơn 11 triệu người ra quyết định dựa trên 20 ngành công nghiệp khác nhau.
Facebook chia sẻ báo cáo mới về tầm quan trọng của tính đa dạng trong quảng cáoMarketingTrips
Bên cạnh việc chia sẻ tầm quan trọng của sự đa dạng trong quảng cáo, Facebook còn đề cập đến những rào cản trong việc tạo ra nhiều tính đại diện hơn trong tất cả các hình thức quảng cáo.
While digital channels continue to gain ground, the ambivalence isn’t gone.
Many of you feel you don’t have the right tools to measure and compare the
ROI of your ad campaigns across all the channels you use.
This seminar featured speakers for Top Floor and Google talking about how the digital marketing landscape has changed -- and how leading marketers are evolving their approach.
The main thesis of this article is that several long term trends are reshaping marketing and forcing marketing managers to change radically to keep up. These long term trends are technological, socioeconomic and geopolitical. The future landscape of the business worldwide will have the marketing evolutions as a driver. These evolutions will be the response to the changes of business and marketing environment. How we see the future depends partly on our current perspective. A research oriented visionary will detail what the future brings for researchers. A technology oriented one describes the wonders of coming technologies. Marketing managers are likely concerned with future developments in their specific areas of responsibility i.e., advertising and promotion, branding, or supply chain . Academics likely look for the hot new research topics. S. Balaji | A. Jayaprakash | K. Prabhakaravarman "The Future Trends on Marketing" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-5 , August 2020, URL: https://www.ijtsrd.com/papers/ijtsrd33107.pdf Paper Url :https://www.ijtsrd.com/management/marketing/33107/the-future-trends-on-marketing/s-balaji
Báo cáo 2020 Audience Insights for B2B Marketing là những số liệu chi tiết về xu hướng sử dụng các phương tiện truyền thông (media) từ hơn 11 triệu người ra quyết định dựa trên 20 ngành công nghiệp khác nhau.
Facebook chia sẻ báo cáo mới về tầm quan trọng của tính đa dạng trong quảng cáoMarketingTrips
Bên cạnh việc chia sẻ tầm quan trọng của sự đa dạng trong quảng cáo, Facebook còn đề cập đến những rào cản trong việc tạo ra nhiều tính đại diện hơn trong tất cả các hình thức quảng cáo.
While digital channels continue to gain ground, the ambivalence isn’t gone.
Many of you feel you don’t have the right tools to measure and compare the
ROI of your ad campaigns across all the channels you use.
This seminar featured speakers for Top Floor and Google talking about how the digital marketing landscape has changed -- and how leading marketers are evolving their approach.
This is a supplemental document to my "measuring learning ROI on a shoestring budget" presentation. http://bit.ly/aL6ki6
The first page is a template. The next three pages is a sample of how the template might look as someone begins to use it.
Three speakers took the stage to school us . This presentation is from the first speaker Gethin James, a Planning Director at VCCP.
This is the fourth event from the 'School of Planning' sessions run by Open Strategy and VCCP.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
A successful business requires both a well developed strategy and the ability to execute on that strategy. Strategy without execution is merely theory. Many companies develop robust strategies, but fail at operationalizing their strategies into implementable steps.
This slideshare covers frameworks that deal with both sides—Strategy Development and Strategy Execution. In this presentation, we will discuss 12 business frameworks. For each framework, we will provide an overview, explain its proper usage, and highlight the analyses involved.
This slideshare will also provide references to more detailed documentation, guides, and methodologies if you would like more information.
The following business frameworks will be discussed:
Consolidation-Endgame Curve
Porter’s Five Forces
BCG Growth-Share Matrix
Marketing Mix (4/7 P’s)
Blue Ocean Strategy
SWOT Analysis
PEST Analysis
Product Lifecycle
Consumer Adoption Curve
Balanced Scorecard
Organizational Hurdles
Hoshin Kanri
Each framework is geared towards a specific type of analysis—pick and choose the best frameworks to use for your particular business problem.
Digital Strategy, Consumer Insights & Target AudienceArdian Atmaka
Disclaimer:
This slide is heavily inspired by Bud Caddell’s Digital Strategy 101.
I made this to practice my slide-making skills while trying to summarize the most basic understanding about digital strategy, insights and target audience.
Advertisement Creative strategy & creative tactics & formatsNijaz N
A creative strategy defines the important strategic choices required to develop a marketing message.
The creative strategy (often called a copy or advertising strategy) defines what you will say about your product or service.
It explains how you want consumers to think about your Brand.
What is Digital Strategy? presentation explains the role of digital strategy in easy to understand language.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Pay with a tweet to download - http://www.paywithatweet.com/pay/connect.php?id=3bc9bee2cfdc011872fc15e896cbd108
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists who helped me work out this bloody hard question.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
In this workshop for LeadsCon Path2Conversion, Michael Brenner explains the importance of content for B2B Marketing in today's digital world.
You will learn:
1. How to build a content marketing strategy
2. Editorial strategy
3. Distribution best practices
4. How to measure results
This guide will help You to built and follow up your new project to reach heights ! LeadLike is the professional company to coach young entrepreneurs bring innovative products to the market. www.leadlike.com
Managing New Product Process & Diffusion of innovationShruti Kulkarni
This video explores the 8 stages of product development. As well, it helps identify what we mean by 'product process' and where the development process fits into the Marketing Mix and also explains about diffusion process.
The New Product Development ProcessBecause introdu.docxcherry686017
The New Product Development Process
Because introducing new products on a consistent basis is important to the future success of many organizations, marketers in charge of product decisions often follow set procedures for bringing products to market. In the scientific area that may mean the establishment of ongoing laboratory research programs for discovering new products (e.g., medicines) while less scientific companies may pull together resources for product development on a less structured timetable.
In this PowerPoint slide show, we present a process comprising the key elements of new product development. While some companies may not follow a deliberate step-by-step approach, the steps are useful in showing the information input and decision making that must be done in order to successfully develop new products. The process also shows the importance market research plays in developing products. We should note that while this process works for most industries, it is less effective in developing radically new products. The main reason lies in the inability of the target market to provide sufficient feedback on advanced product concepts since they often find it difficult to understand radically different ideas. So while many of these steps are used to research breakthrough ideas, the marketer should exercise caution when interpreting the results.
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New Products are vital
As the cartoon highlights, in this era of rapid changes in our external environment, innovation is imperative. A firm cannot rest on their laurels (and current products). Furthermore, the time it takes firms to bring new products to market has accelerated. Firms that fail to develop new products put themselves at risk as their existing products are vulnerable to changing customer needs and tastes, new technologies, shortened product-life-cycles, and increased competition. In this PowerPoint slideshow, we highlight the 8 step new product development process as described by Kotler and Keller (2016).
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8 Step New-Product Development Process1. Idea Generation2. Idea Screening3. Concept Development and Testing4. Marketing Strategy Development5. Business Analysis6. Product Development7. Market Testing8. Commercialization
How Kotler and Keller (2016) describes the New Product Development Process is as an eight stage process in which the new product can be dropped at any time. Other sources will condense some of the steps so you may see others refer to fewer steps. If you look at these closely though, they are not deleting any of the activities, but instead are combining some of them.
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Step 1: Idea GenerationAt this stage marketers need to ask: Is the idea worth considering?If yes, proceed to idea screening.If no, drop.Ideas for new products can come from:Customers and channel membersScientists and engineersBy examining competitorsTop management
The first step of new product development requires gathering ideas to be evaluated as potential product ...
The making of a new product to be sold by a business or enterprise to its customers is known as Product Development. It may include the alteration of an existing product or its entire value, or the creation of an entirely new product that satisfies a newly defined customer’s needs and/or wants.
In this lesson, the term Development refers collectively to the entire process of distinguishing a market opportunity, making a product to attract the identified market. Some mat include testing, modifying and refining the product until this will be ready for mass production. Any product that is sold to the consumers are subject for product development.
These are the basic questions you may ask yourself when you want to pursue product development. If you find acceptable answers to these, then you are ready to develop a product or render services:
1. For whom are the product/service aimed?
2. What benefit will the customers expect from it?
3. How will the product differ from the existing brand? Or from their competitor?
The needs and wants of the people within the area should also be taken into consideration. Everyone has his/her own needs and wants. But due to people’s unsatisfaction, they have different concepts of needs and wants. Needs in business are important things that every individual does without in a society. These include:
1. Basic commodities for consumption
2. Clothing and other personal belongings
3. Shelter, sanitation and health
4. Education
Basic needs are essential to every individual so he/she may be able to live with dignity and pride in the community he/she lives. These needs can obviously help you generate business ideas and subsequently to develop a marketable product. While, Wants are desires, luxury and extravagance that signify wealth and expensive way of living. They are the things that above all the basic necessities of life, like fashion accessories, shoes, clothes, travelling around the world, eating in an exclusive restaurant, watching movies, concerts, plays, having luxurious cars, wearing expensive jewelry, perfume, living in impressive homes, and others.
Needs and wants of people are the basic indicators of the kind of business that a seller may engage into because they can serve as the basis of your success. Some other good points that you might consider in business undertakings are the people, aside from their needs, wants, lifestyle, culture and tradition, and social orientation.
The very critical stage in developing a product is called Concept Development. Before the product specifications, the needs of the target are defined, market are identified and competitive products are reviewed. Then along with the economic analysis, the product concept is selected to come up with an outline of how a product is being developed. The figure below show the stages of concept development of a product.
It all started from a simple question: “How come brands don’t do more artistic collaborations?”
This compilation was developed to bridge between art and the commercial storytelling that brands, creative and media agencies, so often find themselves needing to tell, and as a creative/idea thought starter.
Read on to see how the diverse, significant creative talents both inside and especially outside of the traditional creative/media agency ecosystem can benefit your brands.
[Part 1 of a future series] It all started from a simple question: “How come brands don’t do more artistic collaborations?”
This compilation was developed to bridge between art and the commercial storytelling that brands, creative and media agencies, so often find themselves needing to tell, and as a creative/idea thought starter.
Read on to see how the diverse, significant creative talents both inside and especially outside of the traditional creative/media agency ecosystem can benefit your brands.
14 Expert Tips on Writing an Effie-Winning SubmissionAlex Goh
We asked members of the jury of the Effie Malaysia 2014 this one question: What is the ONE Advice you would give to someone writing his/her 2015 Effie submission?
11 Unforgettable Lessons on Advertising From an ArchitectAlex Goh
(This is the last part of what is a 4-part series.)
Note: I'm not an Architect.
Content within this deck was discovered on a trip to Athens, Greece where I stayed at the home of an architect. Amongst the hundreds of books he had, I chanced upon this gem - "Letter to a Young Architect" - which I've collated and will share with you here.
Contained within that book was the author's life learnings, to be handed down to future architects. But what surprised me was that, on every page, each of those learnings could be directly applied to advertising as well. And such good lessons they were that I felt compelled to keep a record of those lessons, for my own learning and to share with others.
Hope it's as eye-opening for you as it was for me. Enjoy!
Part 1 (On Advertising 101): http://slidesha.re/1g0ao0c
Part 2 (On finding inspiration): http://slidesha.re/OqHGxV
Part 3 (On overcoming challenges): http://slidesha.re/1hLOT4g
This presentation was made to students and advertising interns interested to consider the career path of a Strategic Planner. Also included within this slide deck are my speaking notes as many off-slide points were also made.
12 Powerful List & Acronyms for Marketing & AdvertisingAlex Goh
I consider this my "strategy cheat sheet." This is a compilation of 12 list/acronyms that have been useful as “thinking frames." It has helped me to clarify, to provide focus and in general, to ensure thoroughness of thinking when developing communications strategies - be it for general communications or specific to areas such as content and digital marketing.
9 Tips to Overcome Challenges in Advertising, From an ArchitectAlex Goh
(This is Part 3, of what is a 4-part series.)
Note: I'm not an Architect.
Content within this deck was discovered on a trip to Athens, Greece where I stayed at the home of an architect. Amongst the hundreds of books he had, I chanced upon this gem - "Letter to a Young Architect" - which I've collated and will share with you here.
Contained within that book was the author's life learnings, to be handed down to future architects. But what surprised me was that, on every page, each of those learnings could be directly applied to advertising as well. And such good lessons they were that I felt compelled to keep a record of those lessons, for my own learning and to share with others.
Hope it's as eye-opening for you as it was for me. Enjoy!
Part 1 (On Advertising 101): http://slidesha.re/1g0ao0c
Part 2 (On finding inspiration): http://slidesha.re/OqHGxV
11 Tips on Finding Inspiration for Advertising, from an ArchitectAlex Goh
Now improved with video references!
(This is Part 2, of what is a 4-part series.)
Note: I'm not an Architect.
Content within this deck was discovered on a trip to Athens, Greece where I stayed at the home of an architect. Amongst the hundreds of books he had, I chanced upon this gem - "Letter to a Young Architect" - which I've collated and will share with you here.
Contained within that book was the author's life learnings, to be handed down to future architects. But what surprised me was that, on every page, each of those learnings could be directly applied to advertising as well. And such good lessons they were that I felt compelled to keep a record of those lessons, for my own learning and to share with others.
Hope it's as eye-opening for you as it was for me. Enjoy!
To see Part 1 on "12 Lessons on Advertising 101 From an Architect ", go to: http://www.slideshare.net/AlexGoh1/12-basic-lessons-on-advertising-from-an-architect-advertising-101
12 Lessons on Advertising 101 From an Architect Alex Goh
(This is Part 1 of 4)
Note: I'm not an Architect.
Content within this deck was discovered on a trip to Athens, Greece where I stayed at the home of an architect. Amongst the hundreds of books he had, I chanced upon this gem - "Letter to a Young Architect" - which I've collated and will share with you here.
Contained within that book was the author's life learnings, to be handed down to future architects. But what surprised me was that, on every page, each of those learnings could be directly applied to advertising as well. And such good lessons they were that I felt compelled to keep a record of those lessons, for my own learning and to share with others.
Hope it's as eye-opening for you as it was for me. Enjoy!
UNPACKED: The 4 Types of Endorser StrategiesAlex Goh
"UNPACKED" is a series of client work developed long ago, or work that never saw the light of day. All content has been edited to remove sensitive client data/information/proposals where necessary.
Why "UNPACKED"? It's based on the belief that, like books, the true value of content is manifested only when it's for public benefit, rather than kept in private - on shelves or buried in one's digital device.
This slide deck (an excerpt from a fuller strategic deck) specifically was created to help frame the different ways a brand can pursue the use of a personality/celebrity.
Strategies explored here is of course by no means exhaustive; but merely a point-of-view and an attempt to capture the most common strategies applied.
"UNPACKED" is a series of work developed but which never saw the light of day, or was work developed long ago. All content has been edited to remove sensitive client data/information/proposals where necessary.
But why? "UNPACKED" is based on the belief that, like books, the true value of content is manifested only when it's for public benefit, rather than kept in private - on shelves or buried in one's digital device.
This slide deck specifically was created to help inspire the development of new marketing ideas within the automotive space. However, as some of the best ideas happen through cross-pollination across categories, you may very well find this useful for ideation in a non-automotive category.
10 Things I Learned On Advertising In An Art GalleryAlex Goh
"Get Insight the Gallery" is a compilation of 10 lessons, on advertising, that dawned on me as I made my way through the pieces found in the New South Wales Art Gallery and the Museum of Contemporary Art, Sydney.
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
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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.
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2. You’ve been briefed to come up with a
communications plan for a
Outline the steps you would take from that briefing to
response and what the final output might include.
“
”
new product launch.
UNDERSTANDING STRATEGIC PLANNING: Question 1
Image credit: http://media.npr.org/assets/img/2013/02/26/grocerygirl_wide-2a46dd8052c534f1dc04f3fbdb65647ff28e2210.jpg
3. (Most likely a) BRAND EXTENSION
The focus here is on leveraging the existing equity of
the current brand name.
A thorough understanding and assessment of the
brand equity is thus crucial.
(Most likely a) LINE/PRODUCT EXTENSION
Thus, we are probably looking at getting existing
customers to buy more, or to attract new customer
segments.
A thorough understanding and assessment of the
existing/new customer segments is crucial.
MARKET PIONEER
Interested in being the first-mover, a thorough
understanding across category, competitve,
consumer and brand is crucial.
A key factor to consider is whether the category we’re
looking at involves high vs. low involvement decision
making, and whether the category presents low vs.
high barriers to entry.
NEW MARKET ENTRANT
The idea here is likely to be focused on getting a slice
of the action (or increasing group market share) by
taking advantage of an unmet need or an attempt to
translate market leadership elsewhere into the new
market (superior product or strong resources).
A thorough understanding of the category dynamics is
crucial.
ALEX GOH
EXISTING BRAND NEW BRAND
EXISTINGCATEGORYNEWCATEGORY
The development of all communication plans will
require delving into category, consumer, competitor
and brand dynamics.
As the scope of coverage is rather extensive (and time
always a luxury), by first identifying the nature of the
product launch (with the simple 2X2 matrix below), it
will help define a focus area to dedicate our efforts
into.
By first identifying the nature
of the product launch, it will
help define a focus area to
dedicate our efforts into.
UNDERSTANDING STRATEGIC PLANNING: Question 1
4. The development of all communication plans will
require delving into category, consumer, competitor
and brand dynamics.
As the scope of coverage is rather extensive (and time
always a luxury), by first identifying the nature of the
product launch (with the simple 2X2 matrix below), it
will help define a focus area to dedicate our efforts
into.
(Most likely a) BRAND EXTENSION
The focus here is on leveraging the existing equity of
the current brand name.
A thorough understanding and assessment of the
brand equity is thus crucial.
(Most likely a) LINE/PRODUCT EXTENSION
Thus, we are probably looking at getting existing
customers to buy more, or to attract new customer
segments.
A thorough understanding and assessment of the
existing/new customer segments is crucial.
MARKET PIONEER
Interested in being the first-mover, a thorough
understanding across category, competitve,
consumer and brand is crucial.
A key factor to consider is whether the category we’re
looking at involves high vs. low involvement decision
making, and whether the category presents low vs.
high barriers to entry.
NEW MARKET ENTRANT
The idea here is likely to be focused on getting a slice
of the action (or increasing group market share) by
taking advantage of an unmet need or an attempt to
translate market leadership elsewhere into the new
market (superior product or strong resources).
A thorough understanding of the category dynamics is
crucial.
ALEX GOH
By first identifying the nature
of the product launch, it will
help define a focus area to
dedicate our efforts into.
EXISTING BRAND NEW BRAND
EXISTINGCATEGORYNEWCATEGORY
Assuming the most
typical scenario…
UNDERSTANDING STRATEGIC PLANNING: Question 1
5. INVOLVEMENT: Project leader/Planner
or delegated across Brand Management
and Planning.
OBJECTIVE: To collate all applicable
info resources and initiate setup work for
keystone research pieces, with a focus
on developing a consumer segmentation
model.
DELIVERABLES:
Key findings across category,
competitor, consumer, and brand
Keystone research: Agency analysis of
proprietary info – best practices and
access to thought leaders across the
network, Agency consumer and/or
expert research.
Secondary analysis: Analysis of all
available and applicable secondary
resources – e.g. trend and category
reports, analyst reports, ad banks, client
proprietary consumer research, etc
ALEX GOH
1. DISCOVER
2. DEFINE
3. DEVELOP
Client review and approval
4. DELIVER
5. DIAGNOSE
As with any and all processes, this flow
is merely a starting point. Adaptations
to each unique situation will likely have
to be made, subject to available time,
resources and expectations.
The focus for Stage 1: Discover is:
• To identify, collate and bank-up all
available resources and information
• To q u i c k l y d e t e r m i n e t h e
informational needs that are also the
most time consuming (e.g. research
setup; Agency network reach-out)
and get this activated first.
To quickly determine
the informational
needs that are also
t h e m o s t t i m e
consuming, and get
this activated first.
UNDERSTANDING STRATEGIC PLANNING: Question 1
6. ALEX GOH
The focus for Stage 2: Define is:
• To capture immediate team
impressions (individual-by-individual)
before the potential for groupthink
sets in.
• With preliminary findings from Stage
1: Discover, to discuss and align on
possible communication territories to
explore with the team. Early
alignment (aka “buy-in”) is crucial
here especially when time is a
constraint and multiple initiatives
needs to happen in parallel.
• To strive to be as “inspiring” as
possible – to ask oneself: “What is
the smartest bit of thinking, I can
share?” Getting the right spark going
here can make a big difference to the
end outcome.
INVOLVEMENT: Project leader and
Planner (with Creative consult).
OBJECTIVE: To develop a meaningful
“challenge” for the creative team to
undertake.
DELIVERABLES:
• (If applicable) New product orientation
– gets the project team started to
think about the task
• “The Brief” – with a clear
communications challenge, a desired
consumer outcome to heighten
prospect of sales conversion and the
product proposition (key message)
behind the consumer idea.
• “The proposition”: Made relevant to
the identified consumer segment
opportunity identified in Stage 1:
Discover
[OPTIONAL] A Creative briefing
experience can be developed to best
bring-to-life the proposition (e.g. if it’s
something to do with “acceleration”, a
trip to the theme park for a roller-coaster
ride may be a good jump-starter)
Client review and approval
To ask oneself: “What
is the smartest bit of
thinking, I can share?”
1. DISCOVER
2. DEFINE
3. DEVELOP
4. DELIVER
5. DIAGNOSE
UNDERSTANDING STRATEGIC PLANNING: Question 1
7. ALEX GOH
The focus for Stage 3: Develop is:
• To define and jointly develop a “Big
idea” – a communications platform
with the ideation potential to be
brought to life in multiple ways -
leveraging multiple senses and
multiple channels.
• Starting point: “Big ideas” tend to be
centred around brand beliefs and/or
taking a point-of-view on an issue of
consumer interest.
• To evaluate “Big ideas” against its
potential to: (i) offer something of
value to the target consumers, (ii) be
participative and (iii) be an open
p l a t f o r m f o r p a r t n e r s h i p s /
collaborations.
INVOLVEMENT: Creative (with Brand
Management and Planning consult);
partner agencies (Media, Digital,
Activation, PR, etc); other potential
collaborators
OBJECTIVE: To develop the overall
creative concept that becomes the basis
for a total launch communications plan
DELIVERABLES: Concept
communication plan featuring a “Big”
campaign idea and integrated
manifestations across relevant Paid,
Earned and Owned channels.
Where applicable, other potential brand
partnerships/collaborations can also be
explored at this stage.
DISCOVER
DEFINE
DEVELOP
Client review and approval
DELIVER
DIAGNOSE
“Big” ideas tend to be
centred around brand
beliefs and/or taking a
point-of-view on an
issue of consumer
interest.
UNDERSTANDING STRATEGIC PLANNING: Question 1
8. ALEX GOH
The focus for Stage 4: Deliver is:
• Following client review and approval,
to bring to life the approved
communications plan, on-brief, on
time and on budget.
INVOLVEMENT: Brand Management,
Creative (with Planning consult),
relevant production and media partners,
client team, brand partners/collaborators
(if applicable)
OBJECTIVE: To bring to life the
approved communications plan, on-brief,
on time and on budget.
DELIVERABLES: Moving from concept
to production – delivering the envisioned
brand experience to the target
consumer, across pre-defined channels.
[OPTIONAL] Subject to availability of
real-time campaign analytics (or in
response to immediate consumer
response), on-the-fly tweaks to
campaign messaging/execution may be
necessary and/or worth exploring.
DISCOVER
DEFINE
DEVELOP
Client review and approval
DELIVER
DIAGNOSE
On-brief, on time and
on budget.
UNDERSTANDING STRATEGIC PLANNING: Question 1
9. ALEX GOH
The focus for Stage 5: Diagnose is:
• To develop a feedback loop to
ensure continuous learning.
• Post-campaign learning can involve
revisiting the campaign development
process, comparing the execution
plan vs. outcome, and obtaining
direct consumer feedback/response
to the campaign.
• Scale of “diagnosis” can be tailored
according to campaign size and
a v a i l a b l e r e s o u r c e s ( s e e
“Deliverables”) – the goal here is to
ensure at least some post-campaign
reflection is initiated.
INVOLVEMENT: Most effective if it’s a
Client-led evaluation; with Brand
Management and Planning consult for
tracking setup and analysis.
OBJECTIVE: To glean learnings, post-
campaign, for general team learnings,
future implementation and/or campaign
evolutions.
DELIVERABLES: Can be as advanced
as a quantitatively-driven campaign
performance dashboard (brand and
business) or involving a simple
stakeholder campaign evaluation
template complemented by a consumer
dipstick and digital metrics, to measure
against campaign objectives.
DISCOVER
DEFINE
DEVELOP
Client review and approval
DELIVER
DIAGNOSE
The goal here is to
ensure at least some
p o s t - c a m p a i g n
reflection is in place.
UNDERSTANDING STRATEGIC PLANNING: Question 1
10. ALEX GOH
You’ve been appointed the primary brand
consultant for a major international finance
institution that would like to penetrate the local
Malaysian market with a
1. What would you advise it to do?
2. How would you segment and target a specific audience?
3. What would your brand strategy focus on?
4. What would be your single-minded proposition?
5. How would you create an impact in a saturated market with many
established players?
new banking brand.
“
”Image credit: https://www.flickr.com/photos/ampamuka/
UNDERSTANDING STRATEGIC PLANNING: Question 2
11. ALEX GOH
Our starting point matters –
and starting from an end
outcome is a good one.
So, lets start with a hypothesis
of an opportunity area to
create impact and work our
way upwards (through the
questions). Our efforts to
confirm or debunk the
hypothesis will ultimately edge
us closer to the eventual, final
destination.
Starting from the end.
UNDERSTANDING STRATEGIC PLANNING: Question 2
12. The responses above assumes:
• Time-to-market of approx. 6 months
• “New banking brand” to be introduced does not currently exists in any other international markets.
• As a major international finance institution, there will be existing, pre-defined parent brand guidelines for the new banking brand to reflect.
When the category dynamics changes,
new opportunities arise
Saturated markets, with many established players
inadvertently result in one thing: consolidation – a trend we
are starting to see take shape in the Malaysian banking
scene. Consolidation results in outcomes that can be
converted into opportunities for a new banking brand.
Impact comes from exerting the most
force in the smallest area
Considering the nature of personal and business finance,
there’s bound to be customer inertia when looking to trigger
a switch. So start small and start strong.
As the banking industry consolidates further, the gap
between the biggest and smallest player widens. As the
bigger players gets bigger, it will start to raise the appeal of
smaller banks. And a new banking brand will be exactly that
– small in size (at least, initially).
ALEX GOH
5. How would you create an impact
in a saturated market with many
established players?
4. What would be your single-
minded proposition?
3. What would your brand strategy
focus on?
2. How would you segment and
target a specific audience?
1. What would you advise it to do?
UNDERSTANDING STRATEGIC PLANNING: Question 2
13. The responses above assumes:
• Time-to-market of approx. 6 months
• “New banking brand” to be introduced does not currently exists in any other international markets.
• As a major international finance institution, there will be existing, pre-defined parent brand guidelines for the new banking brand to reflect.
Turn a weakness, into a strength
The appeal of “small banks” isn’t about its size per se. Small
is fast. Small is personal. Small is unique (think: Apple circa
1998-2000).
Proposition by taking a position
To sum this up – “small” has a better chance of standing for
“Quality”; something that tends to suffer as banks
consolidate and therein, our opportunity.
To note: The above is merely a defined consumer territory to
explore further at depth. Consumer research will come in
handy here to deep dive and aid in the process of defining
what “quality banking” means to people.
ALEX GOH
5. How would you create an impact
in a saturated market with many
established players?
4. What would be your single-
minded proposition?
3. What would your brand strategy
focus on?
2. How would you segment and
target a specific audience?
1. What would you advise it to do?
UNDERSTANDING STRATEGIC PLANNING: Question 2
14. The responses above assumes:
• Time-to-market of approx. 6 months
• “New banking brand” to be introduced does not currently exists in any other international markets.
• As a major international finance institution, there will be existing, pre-defined parent brand guidelines for the new banking brand to reflect.
Every opportunity has its challenges
The brand strategy will be focused on resolving the following
branding challenge: being part of a major international
finance institution, the parent brand itself will be big. How
then can a BIG bank, also act small?
Going beyond brand-as-identity: Above and beyond
developing communications that lives up to this mantra,
more importantly, we will require establishing a working
process with the client’s cross-functional teams to ideate
means of “acting small” across every single brand
touchpoint – Product, Customer Service, HR, Sales, etc.
External success comes from
internal clarity
To incentivise cross-departmental efforts towards being “on-
brand”, shared accountability is key - a single organisation-
wide tracking dashboard should be proposed.
Essentially, it’s a Total Customer Journey Map that
measures the brand’s performance – across criteria that
defines “quality banking”, measured across all of the brand’s
major touchpoints.
ALEX GOH
5. How would you create an impact
in a saturated market with many
established players?
4. What would be your single-
minded proposition?
3. What would your brand strategy
focus on?
2. How would you segment and
target a specific audience?
1. What would you advise it to do?
UNDERSTANDING STRATEGIC PLANNING: Question 2
15. The responses above assumes:
• Time-to-market of approx. 6 months
• “New banking brand” to be introduced does not currently exists in any other international markets.
• As a major international finance institution, there will be existing, pre-defined parent brand guidelines for the new banking brand to reflect.
Are people looking for another bank?
For most, it’s likely “No.” Be it personal or business banking,
the brand-customer relationship is likely to be typified as
being low involvement and low motivation (think public
utilities and petrol choice). Consequently, most interactions
between brand and customer could be described as
“transactional.”
In such relationships, customer inertia (to switch) would be
high making a non-targeted/blanket approach expensive
and ineffective.
Banking on customer pain
Thus, any segmentation approach should focus, NOT on
segmenting the universe of bankable customers, but
reaching out and segmenting the small group of dissatisfied
banking customers – the group most likely to switch in the
short- to medium-term.
Consequently, our targeting approach is less about
channels but about the right messaging - by appealing to
address popular customer pain points with current banks,
the target audience most likely to switch would naturally be
most sensitive to our brand and product messaging.
ALEX GOH
5. How would you create an impact
in a saturated market with many
established players?
4. What would be your single-
minded proposition?
3. What would your brand strategy
focus on?
2. How would you segment and
target a specific audience?
1. What would you advise it to do?
UNDERSTANDING STRATEGIC PLANNING: Question 2
16. The responses above assumes:
• Time-to-market of approx. 6 months
• “New banking brand” to be introduced does not currently exists in any other international markets.
• As a major international finance institution, there will be existing, pre-defined parent brand guidelines for the new banking brand to reflect.
Start with what we do know
We’ll start by extensively mapping out existing informational
resources (both Agency and Client) – creating a “knowledge
bank” of Known Knowns. This will cover:
• Market: Global and local trends
• Product: “New bank” product story
• Consumer: Factors driving smiles and frowns
• Competitor: Brand perceptions and product offering
• Client: Stakeholder inclinations (if any)
Identify and acquire Known Unknowns
The above will aid us in identifying what the informational
gaps are in defining the existing brand landscape and
market positioning opportunities available. Solutions then to
be sought to fill those informational gaps (customised vs.
off-the-shelf insights; expert vs. consumer interviews)
Analysis into the merged knowledge banks (known knowns
and known unknowns) should provide a holistic view and
allow for the Agency and Client team to jointly map out the
territories available, competitive density for each territory
and where our new banking brand has the best chance to
make a valuable difference.
ALEX GOH
5. How would you create an impact
in a saturated market with many
established players?
4. What would be your single-
minded proposition?
3. What would your brand strategy
focus on?
2. How would you segment and
target a specific audience?
1. What would you advise it to do?
UNDERSTANDING STRATEGIC PLANNING: Question 2
17. “
”
Highlight a recent communications campaign
that in your opinion has been highly effective
and proven to change consumer behaviour.
List reasons why you deem it effective and
what the possible consumer insight might have
been.
recent communications campaign
ALEX GOH
Image credit: https://www.flickr.com/photos/je4vo1/
UNDERSTANDING STRATEGIC PLANNING: Question 3
18. ALEX GOH
Why was it effective? • Self-advertising idea: With the intent to promote its limited edition designer
collection, it developed an idea that literally advertised itself (generating massive
free publicity) and was in tune with how its new generation of shoppers (to whom
a designer collection is most likely to appeal to) are shopping for the home.
• Provided an utility to the customer: IKEA manages to create a digital version
of its popular catalogue with zero production budget. On top of that, the digital
version actually does come across as an enhanced version of the catalogue,
through the featuring of customer ideas, as inspiration.
• Drove brand engagement: Got Instagram followers to enhance the value of the
“website” – by getting followers to tag how they’ve used the IKEA items (value in
“showing off”), IKEA is able to also offer a stream of user-generated interior
design ideas for other followers on how they can use the IKEA items in their
homes or offices (value through “inspiration”), thus increasing the appeal of the
products.
Possible consumer
insights
• Product meets People: Was inspired by and aligned to the broader positioning
platform of “Always on the move”- a theme set to capture the modularity of its
products and the physical and mental mobility of its target audience.
Consequently, use of a mobile platform was a natural fit.
• Relevance to the buying process: Evolves with how its target audience is
shopping for home products – through searching for inspiration via visual boards
like Instagram and Pinterest.
• Designed for Instagram: When it comes to “visual boards” like Instagram,
effective channel use means aligning the idea strongly to the channel’s core
benefit to its users: self-promotion and self-improvement. IKEA’s “Instagram
website” idea manages to achieve both.
Example of an effective
and behaviour-changing
comms campaign
IKEA PS 2014 Instagram Website (see: http://goo.gl/vaHu8Q)
UNDERSTANDING STRATEGIC PLANNING: Question 3
19. ALEX GOH
What is your favourite brand? Why is it so? What
brand building / communications principles can you
learn from this brand?“
”
favorite brand
UNDERSTANDING STRATEGIC PLANNING: Question 4
20. Why is it so? • Self-disruptive: For its ability to see ahead, to get out of its comfort zone and
disrupt its own business – evolving from a successful DVD-by-mail business to
being a full-fledged digital TV entertainment company
• For challenging what’s possible: For when the cost of home broadband are in
the double-digits and a constant stream of cable/satellite entertainment could be
in the triple digits, Netflix keeps its subscription cost within the single-digit whilst
still sustaining a massive content library and the development of exclusive
content (e.g. “House of Cards”; “Orange is the New Black”)
• For challenging norms: For managing to use scale so that “affordable” doesn’t
translate into “average” – its original content being nominated for 31 Emmy
awards in 2014
• Greatness inside: Netflix uploaded what is probably SlideShare’s most viewed
(viral?) PowerPoint deck on the “Netflix Culture” which details its HR practices
that created the environment that accounts for its success. The quality of its
content speaks for itself – whilst it’s longer than it needs to be (126 slides) and
features a generous use of bullet points, it has garnered almost 9 million views.
What is your favourite
brand?
What brand building /
communications
principles can you learn
from this brand?
• FOCUS: The importance of focus – do one (or a few) things excellently, rather
than many things averagely. Because almost always, excellent execution with a
mediocre strategy wins out against an excellent strategy with mediocre
execution.
• VALUE: In such a cluttered world - with thousands of communication stimulus
vying for our attention – to stand out, one will have to focus on evolving from
developing just an advertising idea, to an idea worth advertising. Strive to deliver
a fair exchange for people’s time and attention.
• PEOPLE: The investment into the brand starts and ends with the investment into
“People” - getting ones “house in order”, and thus the importance of internal
culture communications is probably one of the most under-leveraged areas of
differentiation for any brand.
ALEX GOH
UNDERSTANDING STRATEGIC PLANNING: Question 4
21. What is your favourite
brand?
Why is it so?
What brand building /
communications
principles can you learn
from this brand?
• FOCUS: The importance of focus – do one (or a few) things excellently, rather
than many things averagely. Because almost always, excellent execution with a
mediocre strategy wins out against an excellent strategy with mediocre
execution.
• VALUE: In such a cluttered world - with thousands of communication stimulus
vying for our attention – to stand out, one will have to focus on evolving from
developing just an advertising idea, to an idea worth advertising. Strive to deliver
a fair exchange for people’s time and attention.
• PEOPLE: The investment into the brand starts and ends with the investment into
“People” - getting ones “house in order”, and thus the importance of internal
culture communications is probably one of the most under-leveraged areas of
differentiation for any brand.
See trailer:
“House of Cards”
http://goo.gl/9CDqI
See trailer:
“Orange is the
New Black”
http://goo.gl/WYge9
See: “Netflix Culture”
on SlideShare
http://goo.gl/Bb4vfo
ALEX GOH
UNDERSTANDING STRATEGIC PLANNING: Question 4