This document discusses how digital out-of-home (DOOH) media can be used to engage consumers along their path to purchase. It defines consumer engagement and outlines its importance in today's digital landscape. The document then discusses five key elements of effective consumer engagement strategies using DOOH media: knowing your audience well, creating an engaging experience, adding value, making emotional connections, and building loyalty through curiosity. It also provides guidance on how to build a winning engagement strategy using geo-targeting and transmedia approaches, and how to maximize return on investment through achieving objectives and enhancing consumer experience and engagement.
The document challenges the traditional Paid, Owned, Earned (POE) model of digital marketing. It argues that the POE model has become Paid, Paid, Paid (PPP) as content distribution is now dominated by a few large platforms like Google and Facebook, requiring marketers to pay to reach audiences. It also notes that people's attention spans are shrinking and they are less likely to organically share content. The document proposes a new POE framework that focuses on paying for emotional content, earning word-of-mouth from talkable content, and owning rational explanations. It provides brand examples to illustrate this approach.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
The document discusses how to calculate ROI for social media marketing by measuring metrics that are meaningful to business executives. It recommends speaking the language of sales, revenue, and costs. It also suggests aligning social media goals with the traditional sales funnel by viewing social media as adding three levels: exposure, influence, and engagement. The document provides specific metrics to measure at each level of the funnel depending on the marketer's goals of brand awareness, lead generation, or customer retention.
Mobile Essentials: HCMC - Paid, Owned, Earned of Mobile MarketingDacey Calisura
Understand the Paid, owned and earned opportunities in mobile marketing. Presented at the Mobile Essentials event in HCMC, Vietnam on 27th October, 2015.
Copyright 2015.
wwww.vietnamdigitalacademy.com
info@vietnamdigitalacademy.com
www.vietnamworks.com
It can be said that media and entertainment companies are primarily focused on creativity, not security. But as with every other enterprise, creative companies are under attack by increasingly sophisticated criminal organizations that are constantly on the prowl to find and exploit vulnerabilities in any organization’s security posture.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...Alisa Leonard
The document discusses how brands must evolve into "media machines" to connect with audiences in today's real-time marketing world. It argues that brands, media, and audiences now overlap and all are both content creators and distributors. To succeed, brands must become aware of constantly changing audience needs, agile in adapting content, and actively engage audiences through two-way conversations. Content and community are essential for brands to support audiences throughout their decision making and remain relevant. Connectedness, focusing on audiences through useful content and engagement, is key to marketing success in this environment.
The document challenges the traditional Paid, Owned, Earned (POE) model of digital marketing. It argues that the POE model has become Paid, Paid, Paid (PPP) as content distribution is now dominated by a few large platforms like Google and Facebook, requiring marketers to pay to reach audiences. It also notes that people's attention spans are shrinking and they are less likely to organically share content. The document proposes a new POE framework that focuses on paying for emotional content, earning word-of-mouth from talkable content, and owning rational explanations. It provides brand examples to illustrate this approach.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
The document discusses how to calculate ROI for social media marketing by measuring metrics that are meaningful to business executives. It recommends speaking the language of sales, revenue, and costs. It also suggests aligning social media goals with the traditional sales funnel by viewing social media as adding three levels: exposure, influence, and engagement. The document provides specific metrics to measure at each level of the funnel depending on the marketer's goals of brand awareness, lead generation, or customer retention.
Mobile Essentials: HCMC - Paid, Owned, Earned of Mobile MarketingDacey Calisura
Understand the Paid, owned and earned opportunities in mobile marketing. Presented at the Mobile Essentials event in HCMC, Vietnam on 27th October, 2015.
Copyright 2015.
wwww.vietnamdigitalacademy.com
info@vietnamdigitalacademy.com
www.vietnamworks.com
It can be said that media and entertainment companies are primarily focused on creativity, not security. But as with every other enterprise, creative companies are under attack by increasingly sophisticated criminal organizations that are constantly on the prowl to find and exploit vulnerabilities in any organization’s security posture.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...Alisa Leonard
The document discusses how brands must evolve into "media machines" to connect with audiences in today's real-time marketing world. It argues that brands, media, and audiences now overlap and all are both content creators and distributors. To succeed, brands must become aware of constantly changing audience needs, agile in adapting content, and actively engage audiences through two-way conversations. Content and community are essential for brands to support audiences throughout their decision making and remain relevant. Connectedness, focusing on audiences through useful content and engagement, is key to marketing success in this environment.
Giving an overview of why Paid Owned and Earned Media (POEM) is more relevant than ever before. Understand the what the channels are; reason for growth; and how to approach it.
The consumer decision journey. McKinsey. Consumers are moving outside the purchasing funnel, changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373
The document discusses customer engagement and how it differs from traditional marketing approaches. It uses American Idol as a case study of an effective engagement campaign. Some key points:
1) Traditional marketing relies on interrupt-and-repeat campaigns while engagement focuses on continual connections and conversations to build relationships over time.
2) American Idol harnesses technology and fosters virtual community to complement its TV show, mobilizing and energizing fans in both online and offline spaces.
3) Effective engagement requires a multi-channel approach combining online and offline experiences to establish repeated, satisfying interactions that strengthen emotional connections to a brand.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
Accurately predicting which technologies, channels and strategies succeed in the future has a profound impact on marketers seeking to allocate their resources and marketing dollars more effectively. Location3’s new white paper provides in-depth insight from leading industry experts into the trends and services that will impact profitability and drive future growth.
Marketing executives agree that content is now the core of marketing strategy. As media becomes more fragmented, marketers must provide high-quality content across multiple channels to engage customers who consume information in various ways. This represents a major shift from mass marketing to customized, micro-marketing approaches centered around useful content that attracts customers and encourages them to share content with others. The rise of content marketing is transforming marketing approaches and requiring the integration of advertising, public relations, and marketing disciplines.
2010 Outlook: Doom and Gloom for DTC? 10 Points for Winning with PatientsAdvanceMarketWoRx LLC
Now is the time to re-think DTC marketing in the 21st Century. With all of the new ways to engage with patients, here are 10 prescriptions that can help marketers improve their DTC efforts in 2010.
(As originally published in DTC Perspectives, December 2009)
Face of Today's Consumer: 2010 Trend ReviewK Anggakara
What drives consumer to go wow nowadays? Business must acknowledge that in 2010, the face of consumer has changed in an extent never seen before!, the presentation offer a view on the consumer trend and how business gel-in to the matter.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
This document provides tips and strategies for effective video marketing. It discusses how video marketing has evolved and some best practices. Key points include:
- Video marketing is no longer just about promotions but establishing an ongoing presence through various online channels like social media.
- Marketers must be everywhere consumers are through various digital platforms and mobile devices to constantly engage with audiences.
- Online ads have become more interactive using videos, social media, and new technologies like augmented reality.
- Content marketing through original video series and user-generated content can subtly promote products while engaging audiences.
- Marketers can closely research target audiences through various online data and conversations to better understand their needs.
The following report contains statements that are forwardlooking, including expectations and predictions regarding future industry trends and developments. Actual results may differ materially from our expectations or projections. This report also contains opinions, estimates, and forwardlooking statements by industry leaders.
The document discusses the shift from paid (bought) media to owned and earned media for brands. It introduces the concepts of bought, owned, and earned media, with bought being paid advertising, owned being content and platforms controlled by the brand, and earned being user-generated conversations. It argues that brands should allocate more resources to developing owned and earned media through useful content and communities in order to build advocacy. Examples are given of how brands like Best Buy and Starbucks have successfully utilized owned and earned strategies to drive engagement and sales. Developing a long-term digital platform requires investment in content, conversations, and communities to facilitate sharing and discussion.
Google: How Brands are Built in the Digital Age #CannesLions #OgilvyCannesOgilvy
This document discusses how brands are built in the digital age. It notes that consumers are looking for brands that engage them around their passions and interests, and are 42% more likely to choose brands that do so over those that just urge them to buy. These purpose-driven consumers are also better customers, more likely to purchase online and provide word-of-mouth promotion. While media platforms may have high usage, that does not necessarily mean they have influence; consumers are more influenced by YouTube than other media. Online video also allows brands to provide an "ownership experience" for potential customers before purchase.
Trends and Frameworks for Interactive Success... A strategic interactive approach for taking businesses to their customers by listening, sharing and providing timely and relevant services and support.
Despite living in a hyper-competitive markets, the way we market our business matters. Digital marketing one of the best business decisions one can make. That means that youn have to come up with one of the best way to this and you will get it in this artical
13 emerging trends and issues that will define how we do marketing in 2013.
Check out johnblaskett.com to leave a comment or check out other posts on marketing and advertising.
Traditional marketing focuses on print, television, radio and other offline advertising methods while digital marketing utilizes online channels like websites, social media, mobile and other digital technologies. Some key differences are that traditional marketing has higher costs but allows for more personal interactions while digital marketing has lower costs, global reach, and allows for easier tracking of results and improved targeting of audiences. Both have benefits for raising brand awareness but digital provides more measurable outcomes.
Consumers, context, and a future for communications planningJames Caig
This document discusses the changing communications landscape and opportunities for communications planning agencies. It notes that while technological changes are rapid, human motivations remain constant. To thrive, communications planning must innovate in how it engages clients and matches insights about consumer needs and behaviors with flexible marketing approaches. By understanding context and focusing on utility rather than just selling what brands want, communications planning could lead brands successfully into the future by helping people get what they want.
ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
1) The document discusses how marketing has shifted from an "art" to a "science" due to changes in technology and customer expectations. Advances like social media, mobile devices, and cloud computing have given customers more control over brand conversations and empowered them to expect personalized, seamless experiences across channels.
2) It proposes a "Customer Value model" with four interconnecting layers: customer value at the core, surrounded by customer journey, customer value analytics, and finally company value. This model aims to continuously link customer insights and data to business decisions in real-time in order to maximize value for both customers and the company.
3) Achieving customer value now requires understanding customer needs, behaviors, and motiv
Customers Are Channel Neutral: The truth about multi-channel marketingDavid Harkins
Originally written in 2003 as a prediction for what would come to be known as "Omni-Channel marketing."
______
From 2003:
The term "multi-channel marketing" refers to the process of building a customer relationship across two or more marketing or sales channels.The channels are those that are interactive,such as face-to-face,telephone,email,Internet,or perhaps direct mail.These channels provide an organization the opportunity to develop and maintain the brand promise as the customer engages the organization at each point of contact.
Giving an overview of why Paid Owned and Earned Media (POEM) is more relevant than ever before. Understand the what the channels are; reason for growth; and how to approach it.
The consumer decision journey. McKinsey. Consumers are moving outside the purchasing funnel, changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373
The document discusses customer engagement and how it differs from traditional marketing approaches. It uses American Idol as a case study of an effective engagement campaign. Some key points:
1) Traditional marketing relies on interrupt-and-repeat campaigns while engagement focuses on continual connections and conversations to build relationships over time.
2) American Idol harnesses technology and fosters virtual community to complement its TV show, mobilizing and energizing fans in both online and offline spaces.
3) Effective engagement requires a multi-channel approach combining online and offline experiences to establish repeated, satisfying interactions that strengthen emotional connections to a brand.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
Accurately predicting which technologies, channels and strategies succeed in the future has a profound impact on marketers seeking to allocate their resources and marketing dollars more effectively. Location3’s new white paper provides in-depth insight from leading industry experts into the trends and services that will impact profitability and drive future growth.
Marketing executives agree that content is now the core of marketing strategy. As media becomes more fragmented, marketers must provide high-quality content across multiple channels to engage customers who consume information in various ways. This represents a major shift from mass marketing to customized, micro-marketing approaches centered around useful content that attracts customers and encourages them to share content with others. The rise of content marketing is transforming marketing approaches and requiring the integration of advertising, public relations, and marketing disciplines.
2010 Outlook: Doom and Gloom for DTC? 10 Points for Winning with PatientsAdvanceMarketWoRx LLC
Now is the time to re-think DTC marketing in the 21st Century. With all of the new ways to engage with patients, here are 10 prescriptions that can help marketers improve their DTC efforts in 2010.
(As originally published in DTC Perspectives, December 2009)
Face of Today's Consumer: 2010 Trend ReviewK Anggakara
What drives consumer to go wow nowadays? Business must acknowledge that in 2010, the face of consumer has changed in an extent never seen before!, the presentation offer a view on the consumer trend and how business gel-in to the matter.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
This document provides tips and strategies for effective video marketing. It discusses how video marketing has evolved and some best practices. Key points include:
- Video marketing is no longer just about promotions but establishing an ongoing presence through various online channels like social media.
- Marketers must be everywhere consumers are through various digital platforms and mobile devices to constantly engage with audiences.
- Online ads have become more interactive using videos, social media, and new technologies like augmented reality.
- Content marketing through original video series and user-generated content can subtly promote products while engaging audiences.
- Marketers can closely research target audiences through various online data and conversations to better understand their needs.
The following report contains statements that are forwardlooking, including expectations and predictions regarding future industry trends and developments. Actual results may differ materially from our expectations or projections. This report also contains opinions, estimates, and forwardlooking statements by industry leaders.
The document discusses the shift from paid (bought) media to owned and earned media for brands. It introduces the concepts of bought, owned, and earned media, with bought being paid advertising, owned being content and platforms controlled by the brand, and earned being user-generated conversations. It argues that brands should allocate more resources to developing owned and earned media through useful content and communities in order to build advocacy. Examples are given of how brands like Best Buy and Starbucks have successfully utilized owned and earned strategies to drive engagement and sales. Developing a long-term digital platform requires investment in content, conversations, and communities to facilitate sharing and discussion.
Google: How Brands are Built in the Digital Age #CannesLions #OgilvyCannesOgilvy
This document discusses how brands are built in the digital age. It notes that consumers are looking for brands that engage them around their passions and interests, and are 42% more likely to choose brands that do so over those that just urge them to buy. These purpose-driven consumers are also better customers, more likely to purchase online and provide word-of-mouth promotion. While media platforms may have high usage, that does not necessarily mean they have influence; consumers are more influenced by YouTube than other media. Online video also allows brands to provide an "ownership experience" for potential customers before purchase.
Trends and Frameworks for Interactive Success... A strategic interactive approach for taking businesses to their customers by listening, sharing and providing timely and relevant services and support.
Despite living in a hyper-competitive markets, the way we market our business matters. Digital marketing one of the best business decisions one can make. That means that youn have to come up with one of the best way to this and you will get it in this artical
13 emerging trends and issues that will define how we do marketing in 2013.
Check out johnblaskett.com to leave a comment or check out other posts on marketing and advertising.
Traditional marketing focuses on print, television, radio and other offline advertising methods while digital marketing utilizes online channels like websites, social media, mobile and other digital technologies. Some key differences are that traditional marketing has higher costs but allows for more personal interactions while digital marketing has lower costs, global reach, and allows for easier tracking of results and improved targeting of audiences. Both have benefits for raising brand awareness but digital provides more measurable outcomes.
Consumers, context, and a future for communications planningJames Caig
This document discusses the changing communications landscape and opportunities for communications planning agencies. It notes that while technological changes are rapid, human motivations remain constant. To thrive, communications planning must innovate in how it engages clients and matches insights about consumer needs and behaviors with flexible marketing approaches. By understanding context and focusing on utility rather than just selling what brands want, communications planning could lead brands successfully into the future by helping people get what they want.
ZenithOptimedia is championing a new strategic approach to communications planning that sees a radical rethink of the way clients prioritise and allocate resources across paid, owned and earned media.
1) The document discusses how marketing has shifted from an "art" to a "science" due to changes in technology and customer expectations. Advances like social media, mobile devices, and cloud computing have given customers more control over brand conversations and empowered them to expect personalized, seamless experiences across channels.
2) It proposes a "Customer Value model" with four interconnecting layers: customer value at the core, surrounded by customer journey, customer value analytics, and finally company value. This model aims to continuously link customer insights and data to business decisions in real-time in order to maximize value for both customers and the company.
3) Achieving customer value now requires understanding customer needs, behaviors, and motiv
Customers Are Channel Neutral: The truth about multi-channel marketingDavid Harkins
Originally written in 2003 as a prediction for what would come to be known as "Omni-Channel marketing."
______
From 2003:
The term "multi-channel marketing" refers to the process of building a customer relationship across two or more marketing or sales channels.The channels are those that are interactive,such as face-to-face,telephone,email,Internet,or perhaps direct mail.These channels provide an organization the opportunity to develop and maintain the brand promise as the customer engages the organization at each point of contact.
This paper won the Silver Admap Prize in 2012. It lays out a vision for the future of brand and communications planning by Tom Woodnutt, Founder of Feeling Mutual
Content Marketing in the Digital Driver's SeatScribbleLive
1) The document discusses how marketing budgets are shifting from traditional to digital media, with digital ad revenue expected to grow at 11% annually while traditional media grows at just 0.4%.
2) It emphasizes that content marketing has seen significant growth in recent years as marketers try to adapt to how digital media has changed consumers' relationships with information.
3) Content marketing is presented as more effective than interruptive digital ads, as it provides valuable content consumers want to engage with and share, benefiting both consumers and brands.
The effect of communication on consumer behaviourBijo Joseph
This document discusses how companies use various communication methods to influence consumer behavior and promote products. It outlines word-of-mouth marketing, advertising techniques like branding and appealing to peer groups, email campaigns, contracts, and infomercials. The goal of these communications is to get consumers to purchase goods, though too much contact can annoy customers. Effective marketing communication also considers the sender, receiver, message, medium, and feedback in the process.
This article written by Diarmaid Byrne, Editor, STQ, was published in issue 07 of Social Technology Quarterly.
Summary: In a data driven economy Programmatic Buying is the approach marketers are shifting to in order to best utilize data and examine their selling strategies better.
Blueprint for strategic sponsorship (whitepaper report PDF download)Janus Kodadek
Downloadable PDF whitepaper report with a five-step how-to blueprint for marketers to create effective strategic sponsorship platforms. Combing best practice principles and real world insights from a range of senior-level brand marketing and sponsorship professionals, coupled with illustrative case studies of innovative sponsorship activations. White paper based on Henley MBA management project.
MAdTech : qu'est-ce que ça change ? - White PaperIpsos France
Technology is fundamentally reshaping the advertising and media landscapes. Media, advertising, and technology now intersect, altering how consumers engage with content. This intersection, known as MAdTech, means brands must adapt to meet the demands of empowered consumers. While data is abundant, actionable insights remain scarce. Ultimately, understanding human behavior and decision-making is key to success in this changing environment.
12th Alex Marketing Club (What's Next in Marketing) by Dr.Ahmed Shama'aMahmoud Bahgat
12th Alex Marketing Cub (Public Relations Management) by Dr. Ahmed Saleh
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From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
The document discusses how the rise of social media, also known as the social web, has empowered consumers and citizens by allowing them to connect and share information online. It argues that engagement with the social web offers businesses competitive advantages if they listen to conversations and participate. It also presents several motivations for companies to develop social media strategies, including new approaches to public relations, brand measurement, market research, and product development.
The document discusses the changing communications landscape and what agencies must do to succeed. Specifically:
- The marketing world has become more dynamic with new technologies and empowered consumers. Agencies must constantly adapt to remain relevant.
- Only the best agencies will survive as brands gain new capabilities. To thrive, agencies need tools to monitor real-time conversations, control broad communication channels, and efficiently produce quality content.
- Key factors for agency success include having measurement tools, owning publication relationships, and developing a newsroom or freelancer model to produce large volumes of responsive content.
Growing global competition,saturated markets and media
fragmentation are putting more pressure on marketersto
justify how they spend their marketing budgets. Digital has
proved to be a unique and flexible medium that can deliver
across all areas of marketing communication and within the
entire purchase funnel.
We’ve come a long way since the first online advertising
banner wassold and displayed. What began with the humble
fullsize banner has evolved into hundreds of online ad formats.
New media advertising offers multiple opportunities and
benefitsthat traditional media do not; it isthe ability to target
audiences precisely and accountability through measurement
that we are most concerned with in this white paper.
"Brand advertising and digital" an IAB Europe - White Papercomms planning
This document discusses the effectiveness of digital advertising for brand building campaigns. It argues that while digital is often seen as only effective for direct response goals, display advertising can positively impact brand metrics like awareness, perception, and sales. Research shows that display advertising affects consumers throughout the entire purchase funnel, and is 20 times more likely to drive online behavior than just clicks. Various studies demonstrate digital advertising's significant impact on brand metrics and how its targeting capabilities allow it to reach audiences more efficiently than traditional media. The document advocates for shifting more marketing budgets to digital and using cross-media strategies to maximize effectiveness.
Similar to Persuasion Along the Path to Purchase: Engaging Consumers in the Age of Digital Media (20)
KALYAN CHART SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Efficient PHP Development Solutions for Dynamic Web ApplicationsHarwinder Singh
Unlock the full potential of your web projects with our expert PHP development solutions. From robust backend systems to dynamic front-end interfaces, we deliver scalable, secure, and high-performance applications tailored to your needs. Trust our skilled team to transform your ideas into reality with custom PHP programming, ensuring seamless functionality and a superior user experience.
During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Niswey
50 million companies worldwide leverage WhatsApp as a key marketing channel. You may have considered adding it to your marketing mix, or probably already driving impressive conversions with WhatsApp.
But wait. What happens when you fully integrate your WhatsApp campaigns with HubSpot?
That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
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Persuasion Along the Path to Purchase: Engaging Consumers in the Age of Digital Media
1. Persuasion Along the
Path to Purchase:
Engaging Consumers in the Age of Digital Media
By: Kimberly Sarubbi
2. Introduction:
Engagement and the Consumer Connection
Since the time of peddlers and pushcarts, those with products to sell have faced the challenge of
attracting buyers. In that respect, nothing much has changed. However, today’s abundance of
communication technologies – especially digital place-based media – now enables marketers to target and
engage prospective buyers precisely where their message will have the most impact.
As this medium matures and the message becomes even more sophisticated, engagement with the buyer
will inevitably increase. Thus the “one-
Terms of Engagement page 2 to-many” concept of marketing (flyers,
inserts, postcards, etc.) will subside.
The Challenges of Consumer Engagement page 2 Instead, network owners/operators and
brands will have the ability to engage the
Five Elements of Consumer Engagement page 4 consumer/end user at the “moment of
truth”: the very place where the
Building a Winning Engagement Strategy page 5 message is personal enough to inspire
the behavior that achieves the network’s
Maximizing and Enhancing Return on Investment page 6 business objectives. And the way to
achieve that maximum engagement with
Guiding the Consumer’s Path to Purchase page 7 the consumer is through DOOH
(Digital Out-of-Home) dynamic signage.
DOOH is more than just a one-way flow
of information based on the hope that a consumer might see a screen and respond to the message. The
new landscape, consisting of interactivity and self-education via kiosks and touch screens, now allows for
a two-way flow of information and exchange between the consumer and the message “owner”. This is
especially critical in our “wired” marketplace where individuals – especially the Generation Y children of
Baby Boomers – absorb a constant flow of media content, making it even more difficult for a single
message to stand out. So how does one offering break away from the pack? It’s by creating the right
content that will engage the right audience at the right time.
Every marketing strategy has numerous components, but this paper will focus exclusively on consumer
engagement as it relates to DOOH deployment. More specifically, its definition and relevance in the digital
marketplace, the challenges involved, its key elements and, most importantly, how engaging an audience
with DOOH is a winning strategy that can measurably achieve and transcend an organization’s return on
investment (ROI) goals. It is also intended as a wake-up call to marketers to listen to their targeted
audience, learn what makes them tick and create content that will be equal to – and enhanced by – the
powerful messaging technology that is DOOH.
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3. Terms of Engagement
In March 2006, the Advertising Research Foundation announced the first definition of customer
engagement:
“Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.”
Social media, the web and hand-held mobile devices have all played their part in changing today’s
“turned-on customer” in terms of what is important to them, how they consume brand messaging and how
they purchase. Along with redefining what we think of as engagement, this technology has also created
opportunities for deeper and more targeted one-on-one dialogues with consumers. As a result, the value of
engagement has increased substantially as a critical part of the consumer’s “buy in” to a product or service
along with triggered “on demand” content that enables the marketer’s messaging to hit the desired target.
In terms of DOOH media space, engaging the customer often means taking on different approaches and
mechanisms based on business goals, objectives and specific applications. This list would include interactive
kiosks, touch screens, mobile apps, outdoor LED signage and more. But regardless of the path, the critical
mission of embedding digital media within an organization’s over-arching brand marketing and content
strategy is to build upon the “customer bonding lifecycle”.
That’s where it all comes together. Engagement is making that impact – knowing and delivering on
customers’ needs, wants and values. The one-to-one customer interaction is the ideal for any marketer and
the pinnacle of the marketing path in driving relevant predictable behavior. Ultimately, engaged customers
will not only be the best customers but true evangelists for the product, the service and the company. And
the keys to creating engaged customers are involvement and interaction.
The Challenges in Consumer Engagement
“Relating” to the consumer/end user requires having an in-depth knowledge of their habits and desires.
This is absolutely critical information if you want to engage them. Here are seven key questions to address
for successful consumer engagement in a DOOH marketing initiative:
What should the engagement experience be?
First and foremost, the experience must have impact and resonate with the consumer, thus
bringing them ”closer” to the brand and compelling them to act in a planned, action-based
behavior. Of course, relevant messaging and a ”WOW” factor (courtesy of the latest in tech
nological magic) adds additional muscle when delivering the message in close proximity to
the time of consumer response.
What will truly engage my audience?
Over time consumers have become more distracted with less time to make buying decisions. Consumer
expectations are also increasing rapidly in an ever-changing dynamic digital landscape. At the moment
a buying decision is being made, engaging the audience means meeting those expectations by tapping
into who they are and how you (or your product or service) can add value to their life.
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4. Who is it that I’m trying to engage?
The question as to who is being engaged is always an interesting proposition. In most venues, hours
of the day and days of the week dictate a changing audience. In terms of deploying a DOOH
network, success will depend largely on breaking down patterns of consumer traffic and building
custom creative in alignment with those patterns, again reinforcing the concept of “the right audi-
ence at the right time”.
How can I best leverage engagement?
Engagement can be the best marketing research tool any network owner/operator can use. In fact,
employing the engagement process in this way can enhance an over-arching marketing direction
beyond the DOOH component and help address critical questions regarding content and playlist
strategy. For example, is it accurate and correct as per the original vision document? Or should it be
adjusted accordingly based on new findings, metrics and engagement feedback?
Why should the audience care?
Consumers are inundated with media options meant to simplify their buying decisions while they’re
in a comfort zone. When a DOOH network is effectively deployed, the network owner/operator/
brand/marketer is supplying information and/or an offering that the consumer cannot afford to miss.
They, in turn, care a lot.
How much value does content really add?
Developing original content (or “custom creative”) can be a challenge. On the other hand, generic
content such as community-based television, Power Point slides, RSS (Rich Site Summary) Web feeds
or broadcast video provide ineffective content and, at worst, can be a recipe for disaster because
it’s using a shotgun approach to a digital media deployment with little thought given to the critical
aspect of engaging the viewer, delivering added value to the consumer or building brand loyalty. In
short, everything that makes DOOH successful.
How do I build consumer trust using a new medium?
Social media has added a new dimension in terms of how consumers acquire and digest
information. For example, according to the 2010 Arbitron Digital Video Display Study, 70% of teen
and adult U.S. residents have viewed digital video displays in the past month. That’s an estimated
181 million people. In this new world, building trust with your audience is based on tapping into the
online ”communities” where they share new ideas, discuss concepts and assess value. It’s also within
these communities that product/service “evangelists” are born:
“Evangelism marketing is an advanced form of word-of-mouth (WOMM) in which companies
develop customers who believe so strongly in a particular product or service that they freely try to
convince others to buy and use it. The customers become voluntary advocates, actively spreading
the word on behalf of the company.” (Wikipedia sourced)
3
5. Five Elements of Engagement
The world of social commerce has forced marketers to reconsider where, how and why consumers make
their buying decisions, as well as how exposure to an online DOOH network can complement an in-store
experience in a way that engages the consumer and leads to the desired purchase. To that end, there are
five key elements that marketers should keep in mind when planning a digital deployment that will engage
the customer within the out-of-home space, augment the online experience and fully integrate with the
over-arching marketing strategy:
1. Know your audience…extremely well
The advent of life-style marketing using a holistic approach is now firmly entrenched in business and
plays a critical part in a successful DOOH network deployment strategy. It’s more than just knowing
who your audience is. It’s also knowing the what, why, how and where of their actions, especially
with regard to their buying patterns. This is mission critical to the effective messaging and
engagement of a select audience.
2. Create the WOW factor
When it comes to technology, you can always count on the fact that whatever is current today will
be dated next week. That being said, some of the eye-popping displays and interactive components
currently available are adding plenty of WOW factor to the DOOH space. The importance of this can’t
be understated. There has to be a mechanism in place that stops people in their tracks and compels
them to watch the screen. And that critical “dwell time” – the moment of engagement itself – is
where you can make the most of your message.
3. Always add value
When faced with a buying decision, especially one where the consumer is considering a new
product or making a brand switch, it usually comes down to the one value question every consumer
asks themselves: WIFM (What’s In It For Me)?. Adding value is likely the most important element in
the engagement loop. If that value proposition is not in play at the moment when the customer gives
the offering a “stop, look and listen”…they will simply move on. Speaking directly to the consumers’
specific needs and wants is what brings value to their lives and once that value is personalized, it
translates into a positive buying decision.
4. Increase relevance through emotional connection
When a message makes an emotional connection with the end user it means that they have
internalized the value proposition and are ready to act upon it. Therefore, creating message content
that will resonate with an audience requires that the message be easily understood, relevant to their
needs and connects on an emotional level. Once the message is identified and refined, it can easily
be deployed at the right moment to induce the desired outcome.
5. Build loyalty through curiosity
At this point, it’s important to understand that a single campaign won’t be sufficient to sustain the
consumer’s engagement with your offering. There need to be building blocks in place to maintain
that relationship and keep earning that trust in terms of your value. The fact is, sophisticated
consumers are always looking for more, so keeping your most loyal customers engaged via continued
DOOH messaging that speaks to their needs is just as critical as securing new customers.
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6. Building a Winning Engagement Strategy
When DOOH campaigns are fully optimized, they enable network owner/operators/brands/ marketers to
develop growth strategies and mechanisms that span the life cycle of their customers. This becomes critical
as marketers find new ways to connect and interact with consumers to maximize their return on
investment (ROI) across multiple channels, including in-store and mobile. But in order to maintain this
optimal engagement with the consumer in a dynamic signage space, it’s essential (as noted before) to
identify the specific target group and create the relevant message.
There are two tools that can help you build a framework for a successful DOOH deployment. One is
geo-targeting and the other is transmedia.
Geo-targeting is a methodology used to deliver creative content/messaging based on the website visitor’s
country, region/state, city, zip code and/or other geographic/demographic specifications. The more
marketers want to focus in on specific target groups with relevant messaging, the more defined the
geo-targeting becomes in terms of audience.
Transmedia, on the other hand, is actually more “system” based as it refers to a marketing strategy
comprised of several media formats distributed on multiple platforms that can interact with each other in
multiple locations. It’s here – in the thick of the transmedia mix – that DOOH has evolved as the most
effective of all the media employed.
Now that the audience is targeted and the media platforms are in alignment, it’s time to focus on the con-
tent strategy. Ultimately, your content should be objectives-based and integral to the marketing mix. You
can win your audience’s attention by tapping into their knowledge, interests and opinions. It’s also helpful
to use language and mechanisms that are clear, simple and define a distinct “call to action”. You can
accomplish this by…
• Explaining to your audience how the message relates to them and how they benefit
• Spelling out what’s at stake in terms of their decision
• Telling a story that engages them on a personal level
• Using dynamic visuals to make the content more compelling
• Stating the facts that will persuade them to respond with the desired action
These are the building blocks to creating engagement that results in brand/product loyalty and the type of
personalization consumers respond to. This recognition/relationship becomes synonymous with the brand,
thus convincing the consumer that this particular retailer/product owner cares about them,
understands them and values them as a customer. Their responses will provide the insights that will refine
the message further and bring in more customers.
Building a DOOH strategy that targets individuals effectively by applying geo-targeting, a strong transmedia
strategy and personalized content creates a consumer base filled with life-long evangelists for your product
or service. Anything less is merely a fishing expedition trolling for whoever happens to come by.
5
7. Maximizing and Enhancing Return on Investment
The ever-increasing value of DOOH in terms of its unique potential to engage consumers has led marketers
redefine the standard ROI (Return on Investment) with the additional acronyms ROO (Return on Objectives)
and ROE/E (return on engagement/experience). In fact, within the DOOH market, ROI – on its own – be-
comes the default discussion when the business case and objectives of a digital deployment have not been
well established. In other words, how can you measure ROI or the efficiency of an investment if you don’t
establish beforehand what the real investment is and define what constitutes success?
Now that we see that there’s more to gain than the standard ROI, it’s important to define and measure the
additional returns gained from achieving objectives and engagement/experience.
For this, we need to harness the power of analysis.
Some early players in the DOOH metrics and analytics space quickly re-invented themselves as gurus
providing critical insights for optimal results in the digital media world. Unfortunately, having the analytics
and knowing how to act on them are two different things. It still leaves us questioning what the best
option/alternative is to gaining desired results based on historical data captured. Hence, the need to
establish goals.
Simply stated, ROO creates return when business objectives are achieved. From there, the ROO will
inherently take care of the ROI but only when the objectives have been defined and are measureable. Goals
must be established from the onset of any DOOH deployment in order to design a content strategy that will
deliver the desired outcomes, as well as the ability to measure the achievement of those objectives.
ROE/E is about creating a sensory experience, leaving an enduring impression and helping the customer
appreciate the relationship they have with your business. Measuring and quantifying ROE/E has given rise
to new-found metrics for network owners to gage the effectiveness of both the content strategy and
custom creative messaging. The numbers are culled from a variety of sources:
• Incoming traffic from links
• General inquires, requests and comments
• Sales, new leads and marketing opportunities
• Subscriptions
• Additions to newsletters and social media groups
• Trackbacks to Web postings
• New advocates/evangelists
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8. Summary: Guiding the Consumer on the Path to Purchase
The digital realm has created a new “path to purchase” for the consumer that includes everything from the
earliest influences to the final buying decision. At the beginning of the path, an effective DOOH deployment
and network campaign sparks interest, provides education and successfully engages the consumer. Then,
as they proceed on the path to the shelf where the “moment of truth” still resides and upwards of 70% of
buying decisions are made, the right consumer-focused messaging delivered in-store via digital signage
creates further impact and reinforces all that has come before. The result: Desired purchase made,
objectives achieved and an evangelist is born. Digital media has engaged, nurtured and delivered the
consumer through an effective in-store DOOH deployment.
Author
Kimberly Sarubbi
President/CEO Saddle Ranch Productions
To learn more about Saddle Ranch Productions Content Solutions: (310) 746-5652
or email: kim@saddldleranchproductions.com
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