If you're swimming in data but still lacking in meaningful insights you may be looking at the wrong data. Forget big data, get smart data. How market research and data visualization drive better business outcomes.
Once you have the insight what do you do with it? We also explore how to craft a story that resonates with your target audience. Learn how to decide which channel or medium can best convey your story.
Learn a 3 step process that will make people looking at your website, turn into actual paying customers. Despite what they may think, startups don't have an exposure problem, they have a conversion problem.
How do you make sense of content? By focusing on the research before the creation. Content creation is not a strategy. Creating a content strategy should be a data driven exercise robust in data.
How can you create remarkable content experiences and more scalable content processes? Over the last year, Robert Rose has been sharing exclusive insights in a weekly CMI newsletter, Content Strategy for Marketers. These conversations include current concepts that struck him as interesting; new ideas, big and small; near-term and long-range views of our industry; and more. Following are some of the discussion points you might find to be particularly helpful as you navigate the ins and outs of developing, implementing, and executing a successful content strategy. Use them as signposts to keep your efforts on track, or simply to inspire conversations on the role that content strategy should be playing in your own organization.
It’s time for some tough love: If your content marketing isn’t performing as well as you expected it to, it’s probably not the discipline’s fault — it’s yours. Content marketing works — we’ve seen the success stories from dozens of businesses, large and small. But it’s not a “set-it-and-forget-it” kind of
technique. It takes time, dedication, and a solid plan right from the start. It also takes flexibility and the willingness to continually tweak your formula so that you’re always getting peak performance. If your content marketing program is bringing in leads, engaging prospects and customers, and achieving strong ROI, then this e-book isn’t for you. But if you are running into problems that are keeping you from reaching the success you deserve, it might be time to take out your chemistry kit and make some adjustments to your formula.
Because every troubleshooting expedition can use a map, we’ve gathered some helpful guidance from Neil Patel — founder of KISSmetrics, and one of CMI’s most prolific and experienced contributors. Neil’s words of wisdom can help you overcome the barriers to success and get back on the right path.
The CMO's Content Marketing Report Card: 5 Steps to Operationalize a Content ...Caitlin Roberson
How CMOs can spark profit-generating conversations with technology decision makersby operationalizing content marketing.
Includes a 5-step self assessment, report card, and 10-step action plan for creating, deploying, and optimizing a content marketing program at scale.
Marketers vs Creatives: Communication BreakdownVisually
This presentation takes a deep dive into our original research into how marketers and creatives come up short when it comes to working together.
In this webinar you'll learn:
- How content marketers use content
- Detailed stats on the creative-marketer relationship
- How to execute effective creative briefs and kick-offs
Learn a 3 step process that will make people looking at your website, turn into actual paying customers. Despite what they may think, startups don't have an exposure problem, they have a conversion problem.
How do you make sense of content? By focusing on the research before the creation. Content creation is not a strategy. Creating a content strategy should be a data driven exercise robust in data.
How can you create remarkable content experiences and more scalable content processes? Over the last year, Robert Rose has been sharing exclusive insights in a weekly CMI newsletter, Content Strategy for Marketers. These conversations include current concepts that struck him as interesting; new ideas, big and small; near-term and long-range views of our industry; and more. Following are some of the discussion points you might find to be particularly helpful as you navigate the ins and outs of developing, implementing, and executing a successful content strategy. Use them as signposts to keep your efforts on track, or simply to inspire conversations on the role that content strategy should be playing in your own organization.
It’s time for some tough love: If your content marketing isn’t performing as well as you expected it to, it’s probably not the discipline’s fault — it’s yours. Content marketing works — we’ve seen the success stories from dozens of businesses, large and small. But it’s not a “set-it-and-forget-it” kind of
technique. It takes time, dedication, and a solid plan right from the start. It also takes flexibility and the willingness to continually tweak your formula so that you’re always getting peak performance. If your content marketing program is bringing in leads, engaging prospects and customers, and achieving strong ROI, then this e-book isn’t for you. But if you are running into problems that are keeping you from reaching the success you deserve, it might be time to take out your chemistry kit and make some adjustments to your formula.
Because every troubleshooting expedition can use a map, we’ve gathered some helpful guidance from Neil Patel — founder of KISSmetrics, and one of CMI’s most prolific and experienced contributors. Neil’s words of wisdom can help you overcome the barriers to success and get back on the right path.
The CMO's Content Marketing Report Card: 5 Steps to Operationalize a Content ...Caitlin Roberson
How CMOs can spark profit-generating conversations with technology decision makersby operationalizing content marketing.
Includes a 5-step self assessment, report card, and 10-step action plan for creating, deploying, and optimizing a content marketing program at scale.
Marketers vs Creatives: Communication BreakdownVisually
This presentation takes a deep dive into our original research into how marketers and creatives come up short when it comes to working together.
In this webinar you'll learn:
- How content marketers use content
- Detailed stats on the creative-marketer relationship
- How to execute effective creative briefs and kick-offs
Asia Orangio - How to acquire your first 100 customersJoe Glover
Do you ever wonder how some startups seem to figure out customer acquisition so easily? It seems like one second, you’ve never heard of them and the next second, they’re everywhere you turn.
Asia Matos, CEO and Founder of DemandMaven, walks you through the exact go-to-market process for winning your first 100 customers and discovering your absolute best marketing strategies and channels in the early days.
Google Analytics Fundamentals: Set Up and Basics for MeasurementOrbit Media Studios
Once you have Google Analytics installed, here are the steps for setting things up and doing basic analysis on your website. This presentation covers:
• Setting up goals
• Adding filters to remove traffic from yourself
• Excluding traffic from bots and spiders
• Setting up "site search" reports
• Annotations and shortcuts
We also jump into the basic report configurations, including secondary dimensions, advanced filters and views. This covers most of what you need to know to start getting value from Google Analytics!
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
Creative Strategies to Succeed in Challenging TimesKevin Getch
In this presentation I cover the number one thing you need to do right now in order to be successful during these challenging times. With a deeper understanding of your customers, how their needs and behaviors have changed, you’ll learn how to proactively adapt your strategy to serve their needs during the coronavirus pandemic. I also share a number of examples of how businesses and leaders are getting creative, supporting our community and succeeding during these challenging times.
We'll cover the following:
* Getting Your Mind Right: Your leadership is more important now than ever!
* Human Psychology 101: Understanding how YOUR customer's needs and behaviors have changed
* How to effectively adapt your strategy & tactics
* Get creative & what's working right now
* #KindnessIsAlsoContagious - For Businesses Kindness is Marketing
In this presentation, Joe Pulizzi details why content marketing has taken center stage, looks at the latest content marketing research, and shares case studies looking at five content strategies that separate the good from great content marketing professionals.
Marketing Automation Meetup - Eloqua Lead ScoringDerek Bell
On the first Thursday of each month, we host a Marketing Automation Meetup. Generally supporting our Oracle Marketing Cloud Eloqua customers and prospects, these events provide a wide range of information and insight to support Modern Marketers. This event, held 16 April 2015, focussed on Lead Scoring.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
You've heard the term, perhaps you even identify as a growth hacker. But who are the essential members of a kickass growth hacking team? And why are they necessary?
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Tell better stories-stories that connect with your audience and your mission.
Discover methods and tools for engaging stakeholders, creating a story framework and executing measurable content. Great for content strategists, creators, marketers and editors.
Why is the marketing world buzzing about “story”? Story is the most effective means of human communication. It’s a sense making mechanism that helps you convey an idea without making your audience burn too many mental calories. This method goes hand-in-hand with Inbound Marketing. In this robust Master class, Clover Carroll will relate how he uses his unique storytelling process to draw an audience into the message being conveyed. You’ll leave this class equipped with practical tips on how to implement the powerful marketing tool of storytelling, including how to use storytelling to increase your brand exposure and create brand authority through the creation of valuable content.
A primer to growth hacking. Starts with the story of one of the web's most legendary growth hacks, then gets into what growth hacking is and how you can put it to work for your company. Originally presented at Growth Hacking Asia Singapore in Nov 2014
Asia Orangio - How to acquire your first 100 customersJoe Glover
Do you ever wonder how some startups seem to figure out customer acquisition so easily? It seems like one second, you’ve never heard of them and the next second, they’re everywhere you turn.
Asia Matos, CEO and Founder of DemandMaven, walks you through the exact go-to-market process for winning your first 100 customers and discovering your absolute best marketing strategies and channels in the early days.
Google Analytics Fundamentals: Set Up and Basics for MeasurementOrbit Media Studios
Once you have Google Analytics installed, here are the steps for setting things up and doing basic analysis on your website. This presentation covers:
• Setting up goals
• Adding filters to remove traffic from yourself
• Excluding traffic from bots and spiders
• Setting up "site search" reports
• Annotations and shortcuts
We also jump into the basic report configurations, including secondary dimensions, advanced filters and views. This covers most of what you need to know to start getting value from Google Analytics!
Success in B2B Marketing starts with an intense focus on creating value for the B2B buyer.
In this presentation for the BMA Carolinas, I talk about how marketing can help drive change across the business by creating content people want, like to share, and might even love!
I provide the tips, tools and templates you need to create your own content marketing program that drives conversion for your business.
Creative Strategies to Succeed in Challenging TimesKevin Getch
In this presentation I cover the number one thing you need to do right now in order to be successful during these challenging times. With a deeper understanding of your customers, how their needs and behaviors have changed, you’ll learn how to proactively adapt your strategy to serve their needs during the coronavirus pandemic. I also share a number of examples of how businesses and leaders are getting creative, supporting our community and succeeding during these challenging times.
We'll cover the following:
* Getting Your Mind Right: Your leadership is more important now than ever!
* Human Psychology 101: Understanding how YOUR customer's needs and behaviors have changed
* How to effectively adapt your strategy & tactics
* Get creative & what's working right now
* #KindnessIsAlsoContagious - For Businesses Kindness is Marketing
In this presentation, Joe Pulizzi details why content marketing has taken center stage, looks at the latest content marketing research, and shares case studies looking at five content strategies that separate the good from great content marketing professionals.
Marketing Automation Meetup - Eloqua Lead ScoringDerek Bell
On the first Thursday of each month, we host a Marketing Automation Meetup. Generally supporting our Oracle Marketing Cloud Eloqua customers and prospects, these events provide a wide range of information and insight to support Modern Marketers. This event, held 16 April 2015, focussed on Lead Scoring.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
You've heard the term, perhaps you even identify as a growth hacker. But who are the essential members of a kickass growth hacking team? And why are they necessary?
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Tell better stories-stories that connect with your audience and your mission.
Discover methods and tools for engaging stakeholders, creating a story framework and executing measurable content. Great for content strategists, creators, marketers and editors.
Why is the marketing world buzzing about “story”? Story is the most effective means of human communication. It’s a sense making mechanism that helps you convey an idea without making your audience burn too many mental calories. This method goes hand-in-hand with Inbound Marketing. In this robust Master class, Clover Carroll will relate how he uses his unique storytelling process to draw an audience into the message being conveyed. You’ll leave this class equipped with practical tips on how to implement the powerful marketing tool of storytelling, including how to use storytelling to increase your brand exposure and create brand authority through the creation of valuable content.
A primer to growth hacking. Starts with the story of one of the web's most legendary growth hacks, then gets into what growth hacking is and how you can put it to work for your company. Originally presented at Growth Hacking Asia Singapore in Nov 2014
People and the brands, products and services they connect with are creating vast data footprints. What does this all mean?
In this webinar, we will discuss how your business could profit from exploiting data to deliver business growth, brand fame, creativity and enhanced customer experiences.
Content Marketing: Publishing is the New MarketingJoe Pulizzi
Original presentation given in Slovenia by Joe Pulizzi, Junta42 at the POMP Forum - Content Marketing and why Publishing is the New Marketing. Discusses the move from traditional media to content initiatives and why brands are the new publishers. Also includes the eight steps to developing a content marketing strategy.
This eBook is the final of three from TopRank Marketing & Content Marketing World. Inside you'll find valuable advice from some of today's top marketers on the importance of content marketing measurement, and what you should be measuring now.
Maximising Your Brand's Digital PR Impact: Strategies for Success and Creativ...Sarah Fleming
This talk will cover the complete process behind running successful and creative digital PR campaigns, from generating ideas to measuring impact.
Sarah will be delving into the key tactics around tailoring your PR strategy to achieve the best results – whether or not you engage with an agency or want to keep efforts in-house.
HubSpot + Taboola: Winning with Content from Creation to DistributionTaboola
Two Taboola and HubSpot specialists teamed up to talk about how you can optimize your content for your goals, which channels are right for distribution, and took live questions from the audience.
When it comes to design, everyone has an opinion! However, during reviews and discussions it’s those with more than an opinion that fair the best. Successful design solutions require a deep understanding of audiences, clear strategy, and good ole data.
In this session you’ll learn:
- common data sources for design,
- how to build a data-informed approach,
- what data-informed design looks like in the wild (aka case studies).
Whether you’re trying to prove a point, make an improvement, or discover something new, data-informed design moves your team from gut-feelings to fact-based decisions.
Rehashing offline copy or boring marketing collateral for your website just doesn't cut it anymore. Your website, blogs, webinars, video and podcasts, social media, and other online content all offer you tremendous opportunities to connect with your customers and drive business. Sounds great right? It is. But only if you do it well, and create the kind of content that both resonates with your customers and meets your business objectives.
Stephanie Söhnchen [ShareNOW], Give Them What They're Asking For: Using Data ...Khoros
74 percent of online consumers get frustrated when content is not personalised to their interests. With the data available, brands should deliver the experiences their audiences ask for across channels. Join this session to learn how you can unlock key insights to drive lasting customer loyalty.
People Centric Marketing - Create Impact by Putting People First Digital Vidya
Know how to create impact by putting people first via 'People Centric Marketing'. Gain insights from the webinar led by Sakhee Dheer, Head of Digital, Global Business Marketing, Asia Pacific, Facebook.
IPA Agility Adaptathon - #IPASocialWorks Agile Social Media MeasurementThe_IPA
The Institute of Practitioners in Advertising (IPA) hosted an #IPASocialWorks session at Altitude in London on 7th May as part of their Agility Adaptathon to discuss how to better measure social media ROI and effectiveness. MBA represented the agency community with Barclaycard, BP, RSA, Sony and Transport for London, the client side. Learn more at www.ipa.co.uk/adapt/agility & @IPA_Updates
5 steps to executing a successful digital pr campaign - Brighton SEOTom Mansell
The huge value and potential of digital PR is undeniable, yet many brands still shy away from it due to the complexities involved in executing a succesful campaign. In this session, Tom Mansell will outline the five key steps to take to ensure your next digital PR campaign is a success - from bringing together the right teams, to the importance of creativity, to tips on how to outreach.
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...AnnArborSPARK
The Three Keys to Modern Marketing: Content, Content, Content...
Panelists will tell how their companies’ innovative content marketing strategies have helped them:
-establish thought leadership within their industries,
-get found by the right kinds of customers,
-build strong brands that stand apart from the competition,
-increase preference among customers ready to buy.
Content Marketing: Arming Your Sales Reps with the Right Content to Drive SalesJoe Pulizzi
Presentation from Joe Pulizzi of the Content Marketing Institute on the 12 ways that companies go wrong with content and how they can fix them in order to drive more interest for sales. Includes case studies, research and insights into why marketers need to act like publishers.
Similar to Webinar: Forget Big Data, Get Smart Data. Camp Creative - The Connell Group (20)
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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.
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.
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
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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.
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/
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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.
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.
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
3. So, What is an Insight?
A penetrating discovery about an underlying
customer need or motivation that creates
opportunities for business growth.
4. Insights Connect the Customer’s Need and Reality to Your Benefit
Connects with
the Customer
Affirms how
they think or feel
Set Up Your
Benefits
Provokes them to want
to hear more
5. In the Search for an Insight….More Data Isn’t Always Better
“Not everything that can be counted
counts, and not everything that counts
can be counted.”
William Bruce Cameron
6. Many Data Sources Focus on What Customers are Doing….
What are
they buying?
What are
their issues?
What are they
saying?
What / how are
they using?
What are they
engaging with?
7. Real Insights Live Under the Surface, in the ‘Whys’
WhatWhat
What What
What
Why
“Big data may tell you how many
customers you have won or lost
but not necessarily why.”
Jane Frost , Chief Executive
Market Research Society
8. Real Insights Often Requires Primary Research
Why should they care?
What motivates them?
Why you?
9. Examples of Good Insights, Under the Surface
Only 2% of all
women consider
themselves
beautiful, and
only 5% consider
themselves pretty.
Johnnie Walker
customers view
themselves as
“successful” but
believe they are
also “still striving.”
REAL BEAUTY KEEP WALKING
“If you’re not
whitening, you’re
yellowing.”
The Guinness ritual
pour of 119.5
seconds means
drinkers have to wait
with a growing sense
of anticipation for the
perfect pint.
10. Getting There: Envision, Hypothesize and Research
Hypothesize
How to
Get There
What roads might
take you there?
Use Research
to Find
Real Insight
Discover insight to
clarify path forward
Envision
Your
Destination
Where are you
trying to get to?
11. Getting to Under the Surface Insights
Constantly ask yourself the ‘why’ questions
Triangulate across data sources to build hypotheses
Be clear on what you want to learn in primary research
Make sure your insight has tension only you can solve
19. How to Tell Your Story
Where Does Your
Audience Live?
Budget
Constraints?
Time
Constraints?
3 Questions to Determine Your Medium
20. How to Tell Your Story
Where Does Your
Audience Live?
Social Channels
Internal
External
Broadcast
Meeting Rooms
Online
21. How to Tell Your Story
Budget
Constraints?
Do you have budget limits?
22. How to Tell Your Story
Time
Constraints?
Do you have a hard deadline?
23. How to Tell Your Story
1 Day 8+ WeeksProduction Time
Relative Cost
Data visualization
Videos
Presentation graphics
Social media
Print collaterals
White
paper
Case
study
Website / Microsite
Infographics
Animated GIF
Live
Action
Video
Explainer
Video
Talking
Head
Video
Motion
Graphics
25. Case Study: Enterprise Services Corp
Enterprise Services
Corp
How does
ESC deliver
on them vs.
competition?
What are their
key motivating
needs?
● Global SaaS company
● Sell technology services
● B2B enterprise customers
Where are the
key
differences
by region,
persona?
26. Case Study: We Hypothesized and Envisioned
Our hypothesis:
customers were not
realizing sufficient value
from their relationship with
client brand or seeing
sufficient return on their
investment
We envisioned
a future state experience
that could change that,
and the key motivating
needs it would have to
deliver on for different
customer types
27. Research Prioritized Customer Needs & Brand Performance
Key Drivers
Required
Benefits
Market
expectations
Crucial Benefits
Drivers, area of
emphasis
Uninspiring
Benefits
Areas to ignore
Motivating
Benefits
Areas to take &
capitalize on
28. Case Study: What Insights Were Revealed?
● B2B customer’s liked the client brand but didn’t see unique
value from the experience vs. competition
● Analysis revealed an opportunity to better align the client’s
experience with the customer’s key motivating needs
● First step would be to help employees understand the key
insights so that they could reimagine how they engage
29. Case Study: Enterprise Services Corp
How can we tell this story?
To whom?
On what platform?
30. Case Study: Enterprise Services Corp
1 Day 8+ WeeksProduction Time
Relative Cost
Data visualization
Videos
Presentation graphics
Social media
Print collaterals
White
paper
Case
study
Website / Microsite
Infographics
Animated GIF
Live
Action
Video
Explainer
Video
Talking
Head
Video
Motion
Graphics
31. Case Study: Enterprise Services Corp
1 Day 8+ WeeksProduction Time
Relative Cost
Data visualization
Videos
Presentation graphics
Social media
Print collaterals
White
paper
Case
study
Website / Microsite
Infographics
Animated GIF
Live
Action
Video
Explainer
Video
Talking
Head
Video
Motion
Graphics
32. Case Study: Enterprise Services Corp
1 Day 8+ WeeksProduction Time
Relative Cost
Data visualization
Videos
Presentation graphics
Social media
Print collaterals
Website / Microsite
Infographics
Animated GIF
Live
Action
Video
Explainer
Video
Talking
Head
Video
Motion
Graphics
33. Case Study: Enterprise Services Corp
1 Day 8+ WeeksProduction Time
Relative Cost
Data visualization
Videos
Presentation graphics
Social media
Print collaterals
Website / Microsite
Infographics
Animated GIF
34. Case Study: Enterprise Services Corp
1 Day 8+ WeeksProduction Time
Relative Cost
Data visualization
Videos
Presentation graphics
Social media
Print collaterals
Website / Microsite
Infographics
Animated GIF
35. Case Study: Executive Summary
Critical Drivers
Enterprise Service Corp 12
Required Benefits
Areas of improvement
Below average correlation
to customer satisfaction
Crucial Benefits
Drivers, Areas of emphasis
Above average correlation
to customer satisfaction
Uninspiring Benefits
Areas to ignore
Motivating Benefits
Areas to capitalize on
Below average correlation
to customer satisfaction
Above average correlation
to customer satisfaction
36. Position
Role
Vertical
Case Study: Data Visualization
Enterprise Services Corp
Drive Impact
Easy to Work With
Educate / Raise Game
Expertise
Knows My Needs
Reliability
Responsive Service
Solutions Experience
Strategic Partner
Thought Leadership
Transparency
Brand Categories
How ESC Compares to Our Competition
reset
Key DriversRegion
go
37. Case Study: Data Visualization
Enterprise Services Corp
Drive Impact
Easy to Work With
Educate / Raise Game
Expertise
Knows My Needs
Reliability
Responsive Service
Solutions Experience
Strategic Partner
Thought Leadership
Transparency
Brand Categories
How ESC Compares to Our Competition
reset
EMEA
go
Key Drivers
Required Crucial
MotivatingUninspiring
Always Available
Regional Manager
End User
Enterprise
Welcome to The Connell Group / Camp Creative webinar that explores how to find the right insights that can drive better business outcomes, and then explain what to do with those insights.
I’d like to thank you for taking time out of your busy day and joining us in what I promise will be an informative and interesting ½ hour.
I’m Brian Leonard, CD of Camp Creative - full service digital marketing agency in Berkeley, CA. We think of ourselves as the creative narrative agency, we’re storytellers that connect your brand or company to your audience.
I’m Patty Klingbiel, President of the Connell Group - we’re a boutique Insights & Brand strategy firm. We help clients more deeply understand their customers so they can make more powerful connections & drive growth.
We’ll talk more about the ‘penetrating’ part (that means it can’t be superficial, or obvious…..). Really powerful insights find a way to tap into tension that exists between the customer’s aspirations and his/her current reality or situation.
It’s about their life, their needs, frustrations, wishes (agnostic to you)....the context of their world and reality….the hard part is that great insights that drive growth also find a connecting point to the benefit you can offer them (against that landscape of their needs)
Why are Insights Important? They essentially are the means to connect with the customer and set-up why they need what you’re offering…..
Tells the customer that you really ‘get them’ - their pain points, their frustrations, their needs...their circumstances. It affirms how they see the world in a way that can spark a powerful connection
It should also lay the groundwork or ‘open the door’ for a conversation about what you can offer them to fulfill that need, pain point or ‘wish for’ (remember, this is about creating an opportunity for brand growth….not just making the customer feel heard or understood
Some people think that insights should be easier to find in a world of big data, but sometimes it can overwhelm or cloud things...other times it’s just tells you part of the story….we agree with William Bruce Cameron (American Humor Columnist) - not everything that can be ‘counted….counts’....when it relates to identification of an insight that can set up your brand, or product, for growth
Many data sources (that you may have access to in the course of business) help you to see ‘what is happening’ transactionally, or even track customer frustration levels, or identify emerging trends or issues (all valuable and serve a role day-to-day). So why is it that according to Forbes Insights*, 50% of executives feel they are wasting money on marketing because they do not understand their customers? So what are they missing?
*(Source: Forbes Insights, Rocket Fuel, November 2014 article)
We think what they’re missing is that Real Insights Live Under the Surface in the ‘Why’s (Why Customers do what they do, Why they make the decisions and choices that they make). This quote from Jane Frost says it well….
Getting to those ‘under the surface’ insights often requires primary research. If were were going to boil down to 3 key questions they would be about: what motivates or drives customers to do what they do, understanding why a customer should care about your brand, product service (how does it link to their life, their needs, their frustrations), and why they should choose you over your competitor.
Remember, you can use those other data sources to identify macro themes, issues, trends, or to form hypotheses on why customers are doing (or not doing)...but often we think you need primary research to fully explore ‘Why’. Using your other data sources this way can also help ensure your primary research is focused (vs. a ‘fishing expedition’ which can be costly and inefficient).
Destination - always start with where you are trying to get to (envision it as richly, robustly as you can….if I am successful in 3-5 years, here’s how our customer experience will look, here is how the business will look, etcetera)
Hypotheses are everywhere, we just sometimes don’t call them that. Everyone has ideas and opinions on how you might reach that destination. Important part of getting to good insight is to capture those so that you can prove or disprove them in whatever research that you do. Example B2B Customer Hypothesis: “I think customers are motivated by the need for reliability and transparency….so that they avoid embarrassing surprises ” more so than by price or service.
Conduct the right research - it should help you uncover non-obvious insights (not just data, insight) that can help you take different actions to drive different outcomes. It should help you prove or disprove your team’s hypotheses.
Before I hand-off to Brian, some tips in your quest to find under-the-surface insights….
You’ve envisioned a future state, dug beneath the surface to learn the ‘why’ and now have the insight you’ve been looking for. What do you do with it?
Information that just sits on your digital shelf is useless.
OLD
Raw data has no inherent meaning because it lacks context. On its own it’s meaningless.
Data needs to be captured and recorded in context to have any value at all.
The Who, what, why, where of the data gives us some contextual information.
This client said this and which tells us why this is important.
However, data with context does not necessarily equate to information. Data w/ context doesn’t provide interpretation or analysis.
Its’ when you back out and begin to look at relationships between various points of data we see information. We see value.
There exists a gap between where your insights live and the action or behavior you want to inspire or drive.
You need to activate this knowledge and drive behavior or change perceptions.
We can close this gap by crafting a narrative.
A story allows you to share these insights and communicate them to those that need it most, your target audience.
It’s important to remember - the target audience we identified as the source of your insight could be completely different from the target audience you need to tell your story to.
For example - if you’re looking for a better understanding of consumer behavior you would target customers for those insights.
But you may want share those insights to your sales team.
To get from insight to action we need to follow a 2 step process.
What is the Story
How can we best tell it?
How do we define the story? How can we craft a narrative?
1. IDENTIFY TARGET AUDIENCE
Your target audience are the people who can actually make the change you want to see. If you want a C-Level executive to write the check for your consultation services then you shouldn’t be targeting your story to mid-level managers.
PERSONA
Once you’ve identified your target audience you may want to dig a bit deeper and create a persona or personas. With a persona you can shift the conversation from vague to valuable.
If you know your customer you’ll understand what they value, what they need and what you need to do to meet their needs.
You will likely have multiple personas; each representing different customers and their needs.
2. Write the proposition statement.
A clear statement of the tangible results a customer gets from your product or service
Define the existing problem and its solution.
Problem: Getting teams to collaborate is difficult.
Solution: WebEx Meeting Center helps drive productivity and reduce costs. Teams can collaborate in real-time more effectively.
3. Have clear objectives in place for your media.
They are very specific. They should be SMART:
S: Specific - Exactly who are we talking to and what will we do for them?
M: Measurable - Can you measure the change?
A: Achievable - Is this realistically possible with the resources you have available?
R: Relevant - Is this message relevant to your intended audience?
T: Time-bound - There needs to be some kind of timeline attached.
A clear objective might be, “Our video should get 500 views in the next 4 weeks” or “My blog post should be shared 25 times on social media in the first 2 weeks.”
4. Create a Call to Action
Be actionable! It should be something that your audience can do.
Compel people to do or feel something.
We have an idea of the story we want to tell. Now it’s time to decide how we should tell it. A blog post? A video?
There are three Questions that will determine what platform or channel to use:
- Where does your audience live?
- Are you limited by budget?
- What are the time constraints?
Where does your audience live?
Do they live online?
Will they all be gathered in a meeting room or a convention?
Is your audience internal or external?
- Are you limited by budget?
And last, what are the time constraints are you working against?
If we were to look at those 3 questions it might look like this. Y axis measures the relative cost, from free to more costly. The X axis measures the time to produce various forms of media, spanning everything from 1 day to several months.
A social media post, for example - orange - is free and quick. Videos, in red cost substantially more and take several weeks or longer to produce.
Green is a website, which takes longer still and can cost substantially more.
This is not a complete list of media choices but instead a snapshot to think about where your audience lives.
Choosing media should be a means to an end, and not the end itself. Think about:
Which media formats does your target audience have access to?
Which media format can best carry your message?
Which media format will be most likely to encourage people to take action?
Let’s look at a case study - this is from an actual client and involves both Connell Group and Camp Creative. This illustrates perfectly how data can reveal valuable insights but for that to be converted to actionable intelligence the data needs to be translated into a narrative.
A Fortune 500 client that is B2B, and sells services. Their customers are large enterprises.
What were their key motivating needs by customer persona? How well was our client, who we’ll call Enterprise Services Corp, delivering on those needs vs. their key competitors? Where were the important regional and persona-based differences?
Global SaaS company
Sell technology services
B2B clients
1st point: if I’m not seeing meaningful value, and feeling like it’s making me more successful (in a way I can prove in ROI), then over time, I’m going to be less likely to stick by you
We envisioned a future state experience that would be different, and a robust set of emotional, functional, motivating needs (that we hypothesized might be in play with different levels of customers). These become our inputs to prove or be disproved in research. We also wanted to understand how our client’s brand was viewed as delivering on these vs. competition.
We were able to take the robust set of ‘hypothesized’ customer needs from our Envisioning Session, and we took those into a quantitative research design in all key regions, and across 3 different tiers of customers. This approach literally helps you separate ‘what matters most’ from ‘that which you can ignore’ so that you can make better decision on your customer experience and value proposition moving forward. We then also asked respondents to rate how well they believed our client brand was delivering on these vs. key competitors.
BACK TO CAMP CREATIVE
(Brief discussion as to what CG found - the insight(s))
The first thing we need to identify is who is our target audience? That is, who do we share this insight with?
It’s not customers, that’s who gave Connell Group the insights.
Our target audience is internal: Senior Acct. Managers, Technical Solution Architects and others who will later share the story with all employees.
The ask was, how do we communicate all of this data. So it has relevance, context and give it meaning?
The amount of data was staggering. There were numerous insights. So it pointed to data visualization of some sort.
Ask the 3 questions
Where does their audience live?
- Initially, this will be delivered as a presentation, with a live presenter - to an internal audience.
- But we want to structure this so it users can explore the data on their own and share it.
This is not a story you can tell on Twitter, so social media doesn’t work.
It’s too dense for a white paper.
Presentation Graphics - This works well because a live presenter is part of the equation.
Infographics - possibly. Because there is so much data, data visualization makes sense.
Video - Is a very linear medium and no good for telling this kind of narrative.
A website is a great platform for hosting interactive data visualization...
Ask the next questions:
- Are there budget constraints? No, not really. Try to determine the best way to tell the story.
- Schedule? We have 2 months. Maybe more.
Powerpoint
Data Visualization
Some kind of website
They all live under the budget and production timeline parameters..
To give this narrative context we determined we needed a PowerPoint deck that walks users through the problem, solution and Connell Group’s insights at a very high level. An executive summary. The PowerPoint deck also explains how to interpret all of this data and how to navigate the interactive microsite.
With that context, the executives and managers could not only understand the insights but would also be able to explore the data on their own. They’d be able to look for and look at the data that is relevant to them.
As a result, the data has gone from insights, to knowledge to actionable intelligence.
That was the first deliverable - we also produced an interactive HTML5 site for data visualization. The user can call up any of the hundreds of scenarios, covering 45 different functional benefits, determined by variables such as: the geographic region, the vertical, the position in the organization, and so on.
The user - the ESC executive, can choose any parameters from the drop down menus. In this instance she wanted to look specifically at EMEA enterprise customers, and see what key drivers regional managers found as crucial?
Each of the 45 functional benefits lands in one of the benefits quadrants: Crucial, Required, Motivating and Uninspiring.
She can then roll over any of the plot points to see what that that functional benefit signifies. In this example that one data point, Always Available falls in the Crucial quadrant.
This way, the user - the target audience for our storytelling -- can drill down and examine that data that is most important to her.
How the client told this story was that one Executive shared the PPT deck and the data visualization site with the leadership team.
They in turn, shared this narrative with their regional team leaders who then shared with the field personnel. The ultimate goal was to change perceptions and begin to shift how employees communicate their brand and value proposition to their customers.
So, now that all customer-facing employees have had the chance to internalize and understand insights, our client is now in the process of doing 2 critical steps to help leverage the insights for market impact. The first is to crystalize the insight into a new, evolved value proposition for the client brand, and related messaging (by level of customer) - and then finally, to prioritize the key actions and changes required to deliver a customer experience more in sync with customer needs, and more differentiating for our client’s brand.