Portfolio planning is a strategic approach that allows companies to make informed decisions about the right number, type, frequency, and timing of marketing tactics needed to generate an optimal mix of brand experiences. It involves a 4-step process: 1) aligning tactics to objectives and audiences, 2) evaluating tactic performance, 3) considering new opportunities, and 4) creating a tactic plan. The goal is to accelerate business success by increasing effectiveness, improving ROI, and achieving objectives.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
How to write your first influencer marketing strategy presentation.Webfluential Global
Every brand in the world should have an Influencer Marketing element to their overall marketing strategy. The next six (6) chapters will walk you through the detail of how to build your first Influencer Marketing strategy from scratch.
Tom Haslow - Strategic Planning PortfolioTom Haslow
This portfolio contains 3 case studies of projects completed at Miami Ad School’s Account Planner’s Boot Camp. They represent collaborative work with two talented and dedicated teams.
The targets are diverse, as are the brands and business challenges. What unites them is thoughtful research and creative thinking about how to solve problems and create opportunities for brands. They are all driven by good ideas.
After the case studies, there is a short section about my life and previous experience.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
50 planners to watch in 2014 - The Planning SalonJulian Cole
Twitter list of the 50 Planners - https://twitter.com/emma_hines/top-50-planners/members
thanks @emma_hines and @E_for_M
50 planners to watch in 2014 was picked by The Planning Salon.The list is a mix of the top planning talent from across the globe as well as the next generation of planners. The list has diverse mix of planners from big markets like London and New York to emerging markets like Athens and Cape Town.
The Planning Salon is a platform for all planners around the world to meet and learn from our industry's greatest minds. It was started in 2013 to showcase some of the biggest stars of the industry, guests such as Gareth Kay, Rob Campbell and Heather LeFevre. Check out the interviews here; http://theplanningsalon.com/
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
There has been much debate about the power, effectiveness and longevity of influencers. As social media platforms change, the realms of how influencers work with brands change - and the surrounding regulation evolves to keep up. Companies must understand how to harness influencer needs, and how to genuinely matter to people
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
Jonathan Lee, Managing Director, Brand Strategy, and Ken Allard, Managing Director, Business Strategy at HUGE, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This is the presentation that I gave to the Young Planners at Cannes 2014. The data herein is taken from survey distributed through @cheiluk, @yellif and @cr
Planning Hype - Engineering hype before a product launchJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
The following is a guide for how to create excitement around a product before it has launched.
This is critical for how to market music, movies and games where the first-week window is critical.
The presentation was created by Julian Cole and Melissa Pepers.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
Strategic Planning & the Importance of Consumer insightsKaren Saba
A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
How to write your first influencer marketing strategy presentation.Webfluential Global
Every brand in the world should have an Influencer Marketing element to their overall marketing strategy. The next six (6) chapters will walk you through the detail of how to build your first Influencer Marketing strategy from scratch.
Tom Haslow - Strategic Planning PortfolioTom Haslow
This portfolio contains 3 case studies of projects completed at Miami Ad School’s Account Planner’s Boot Camp. They represent collaborative work with two talented and dedicated teams.
The targets are diverse, as are the brands and business challenges. What unites them is thoughtful research and creative thinking about how to solve problems and create opportunities for brands. They are all driven by good ideas.
After the case studies, there is a short section about my life and previous experience.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
Happy Juice principles: How to create a marketing organization that informs a...Browne & Mohan
Many companies spend lot of marketing without realizing the expected benefits. This happens because they simply lack a coherent approach. In this white paper, Browne & Mohan consultants share a proven empirical approach that makes sure your marketing efforts do perform.
In the dynamic landscape of 2024, embarking on the journey how to become an entrepreneur? requires a strategic blend of vision, determination, and adaptability. This step-by-step guide illuminates the path, encompassing ideation, market research, honing skills, crafting a robust business plan, securing funding, legal setup, and building a resilient team.
Navigating the modern entrepreneurial landscape demands embracing innovation and digital platforms while fostering a growth mindset. Aspiring entrepreneurs must seize the opportunities presented by technology and evolving consumer trends, empowering themselves to create impactful, sustainable ventures in today's interconnected world.
Our Demand Generation Program Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a demand generation strategy that provides a steady flow qualified, engaged leads for your sales team.
Looking to launch a brand new digital marketing campaign? Take note of all of the factors you should consider before starting. https://www.webguru-india.com/blog/successful-digital-marketing/
NRF is the world’s largest retail conference with over 38,000 attendees. It’s also a show where some of the largest players in the B2B space come together and show the world what is on the horizon for retail tech.
This year, Jay Menashe, Director of Business Development, looked for the exhibit elements and experiences that stood out most to him. Check out what he thought!
Jack Morton's very own, Jay Menashe (Gold level Certified Trade Show Marketer), shares his favorite moments from CES 2019.
Read more: http://www.jackmorton.com/blog/my-10-favorite-moments-from-ces/
What’s missing from your experience tech strategy?
The relationship between events and technology is a subject of much debate and experimentation; clients are asking for the latest technology and our industry has a rich heritage when it comes to harnessing new and innovative technologies to create ever more impressive, immersive and interactive experiences.
But we risk using it for its own sake, forgetting that it is great ideas – not great technologies – that engage audiences and deliver effective results for brands. So technology can be a great enabler, but it can’t create a great experience on its own.
For most content marketers, sourcing or creating content is their biggest challenge. In our industry, however, we have always been creating killer content. It’s just that we often haven’t had a strategy to share it or to target it as a marketing tool.
Brands are made for and by humans. Their greatest wish is to connect with humans. So why do they find it so difficult? From jarringly chirpy digital, social & mobile experiences to misguided content marketing efforts, brands’ (and, let’s face it, agencies’) attempts to ‘be more human' often make us cringe.
And now, algorithms and big data means brands know more about us than ever before, and with this their opportunities to ‘act human’ have multiplied exponentially. But in many cases, their brand building efforts are failing: either to be convincing or in adopting the right aspects of humanity. And in so doing they become clingy, nosey or just plain creepy.
So brands face a paradox: the more they try to be human, the more they risk alienating the humans they so want to connect with. So can brands be ‘more human’? Or more importantly…should brands be more human?
How pharma and healthcare brands can engage consumers in order to drive growthJack Morton Worldwide
At Cannes Lions Health this year, Ryan Quigley of AbbVie and Jack’s Chief Creative Officer, Bruce Henderson, presented our vision for the future of healthcare brands. It’s not enough for pharmaceutical companies, health insurance companies, and other organizations dedicated to healthcare to merely provide medical or financial solutions. Rather--through content marketing, digital, social & mobile engagement and more--brands must re-connect with people’s needs and revolutionize their healthcare experience. It’s a level of empowerment that could only come from a superhero.
Big data has given marketers an unprecedented view into the attitudes and behaviors of larger audiences than ever before. But as we become increasingly reliant on big-data analytics, we’re also basing our insights on the same data pool—and arriving at very similar ideas. It’s a race to the middle that can dilute brand perceptions and value.
For brands to stand out, big data isn’t enough. That’s where small data comes in.
In our latest white paper, we show how using small data—the tiny clues that can uncover consumers’ drivers and desires—can uncover consumer insights that can't be found through big data alone.
Read the white paper, and find out how small data can lead to breakthrough ideas that transform brands and brand experience.
Employee engagement meetings are powerful experiences.
Done well, corporate meetings can have a transformative effect on an organization, unifying employees and elevating the company’s goals and objectives.
However, meetings that don’t live up to their potential can be damaging, with a negative effect on morale, a failure to deliver key messages, and provide little in the way of ROI.
At Jack Morton, we’ve been elevating corporate meetings and engagements for over 75 years, and we’re sharing our thoughts on four principles that are proven to deliver extraordinary results for our clients.
Read our POV, and make your meetings extraordinary.
Jack Morton's Tim Leighton presented with Cecilia Dahlstrom from Ericsson at the eurobest Festival of Creativity 2015.
How do you challenge and break the way something has always been done?
As an industry, we have to evolve our methods of engagement to survive. A little more conversation and a lot less one-way show and tell.
Yet much of our creative still isn’t focused in this way. In fact, some of our brand engagements are strangely inhuman, inhospitable experiences whereby brands compete not to understand people and offer value, but to simply shout the loudest. One of the worst offenders has to be the trade show. It’s a rare opportunity to waste – it’s where game-changing conversations can happen and multi-million dollar deals can be sealed.
Join our session to find out how Ericsson embraced the trade show, tore up the rule book and created a thoroughly modern brand experience that sits at the centre of its marketing strategy. Hear how its innovative creative approach radically changed the way people connect in this environment and learn what we can take away from this when we approach engaging with people through any channel.
Dr. Paul Frost, a Digital Strategist in our London office, presented at Event Tech Live this year. His presentation is titled "Creating effective digital ecosystems: Amplifying audience footprints through end to end digital enablement."
Best practices for creating a brand experience strategy, presented by one of our Senior Creative Directors, Karen Chui, at the marketing conference Spikes Asia.
From the moment we’re born, our senses make up the fabric of our experiences. They’re entwined with our emotions, anchored in our memories, and according to new research that’s challenging the tenets of Western philosophy, our experience in the physical world has an unconscious effect on how we think, feel and behave.
It’s no surprise then our senses have the power to shape our perception of brands, affecting how intuitively we connect with them, and how credible we perceive their messages to be, whether it’s at a single touchpoint or across the entire customer journey. What is surprising is that many brands quite literally take leave of their senses – and the resulting disconnect between what a brand says and how it feels can leave a bad taste in our mouths.
This eclectic, illuminating and interactive talk weaves together key strands of scientific research, from synesthesia to sensory metaphors, to reveal the three critical drivers of multisensory brand experience – and how you can harness them to create a more impactful, holistic experience that will ultimately change the way people feel – and behave – in relation to brands.
How pharma and healthcare brands can improve their customer experienceJack Morton Worldwide
The SVP and Managing Director of Jack’s Chicago office, Matt Pensinger, presented at Lions Health 2015 with Katie Bang from Eli Lilly and Company about improving the customer experience for patients:
There is growing recognition amongst healthcare brands that understanding the full patient journey is essential for success in today’s healthcare environment. The sheer extent of this both physical and emotional journey, from awareness through to treatment and adherence, opens the patient to many potential experience gaps between their expectations and reality that can lead to frustration, disillusionment and even dropping the prescribed treatment.
So, healthcare companies must understand this journey if they are to improve the customer experience – and offer necessary patient support that extends far beyond a given medication. Being truly effective requires that the entire organisation (from science through to sales) understands the patient journey in order to meet patient needs and effectively engage the many stakeholders that are becoming increasingly important to a therapy’s success.
This is a significant undertaking and healthcare brands and their marketing agencies need to think differently about how they engage with patients and support communications for all the other stakeholders. This talk will examine the experience journey and what it means for the way we market.
Don’t get us wrong—we're not saying that editorial calendars are all bad.
But using one poorly can lead to obscure social media posts, videos and white papers that do nothing to achieve your business goals, and other time- and budget-wasters that have little to no real ROI.
89% of content marketers are focused on creating more engaging, higher quality content now or within the next 12 months. If you’re one of them, maybe it’s time to ditch the calendar (or at least use it better).
Our latest Jack POV, Why editorial calendars make your content suck, was presented by our VP, Strategy Director, Ben Grossman at this year’s SXSW Interactive, and we’re making the insights from Austin available to you.
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
Consumer Electronics Show (CES) 2015 marketing trends for brands and marketersJack Morton Worldwide
A fresh, no gadget take on the 2015 International CES, this report covers the top trends marketers and brands need to know as they enter 2015. Based on the evolution of the CES show over the last several years, the report also documents the rising in notoriety and popularity of CES within the marketing and advertising industry, now rivaling events like the Cannes Lions International Festival of Creativity and SXSW Interactive.
After 48 years in existence, the event shows no signs of slowing down. 2015 marked the largest CES in history, with over 170,000 industry professionals in attendance and more than 2.2 million net square feet of exhibit space occupied by exhibitors. Today, the show sits comfortably at, as the Consumer Electronics Association (CEA) has dubbed it, “the center of convergence among content, services and products.”
Your colleagues and employees are already armed with smartphones and tablets—but how can these devices be transformed into productivity powerhouses tailored specifically to your business and sales needs?
In our latest white paper, apps@work, discover how adding apps to your company’s arsenal can increase productivity, creativity and credibility, and learn how apps can boost employee engagement with tools they can use wherever they are.
Growing your business requires investment—but with so many competing priorities, where should you focus your time, money and expertise?
Start with a resource you already have that can drive both profitability and customer satisfaction: your employees.
Studies have proven that companies with engaged employees had 2.6 times the earning per share growth of companies with below average employee engagement and 86% higher success rates on customer metrics.
In our latest white paper, learn the four key requirements of effective employee engagement and how treating your employees like customers can improve your business.
Our senses fuel our perceptions of the objects and events that surround us. Yet as marketers we're often limited to just two of them—sight and sound.
How much more compelling could brand experiences be if we used the science of perception to design better, more persuasive interactions—taking into account all of our senses?
In our latest white paper, we explain how an experiential approach harnesses the science of the senses to create more effective, more engaging experiences that amplify your message and brand.
Cannes Lions: Marketing trends and what we learned from Kanye WestJack Morton Worldwide
We collected some of the top marketing trends across brand experience, digital, social & mobile marketing and more from this year's Cannes Festival of Creativity.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
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/
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
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 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.
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
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.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The What, Why & How of 3D and AR in Digital Commerce
Brand experience media planning
1. Portfolio Planning for the New Age of Brand Marketing 1
Portfolio
planning for
the new age of
brand marketing
–
2. Gone are the days of “do as they do” in the
world of brand marketing. Today companies
do not just want to have events or digital
campaigns to meet sales goals or educate
and motivate staff. They want to build long-
term relationships, utilizing these different
tactics to contribute to their overall goals.
It’s time to go back to the drawing board
and rethink how you’re executing tactics to
reach your company’s marketing, sales, and
brand goals.
This whitepaper addresses these external
programs and explain how proper portfolio
planning can help accelerate your pipeline,
increase effectiveness & efficiency, improve
ROI, drive accountability and achieve your
business objectives.
Ian McGonnigal
SVP, Client Strategy
and Brand Performance
Enter
portfolio
planning
a strategic approach that
allows companies to make
informed decisions on the
right number, type, frequency,
and cadence of tactics needed
to generate an optimal
experiential marketing mix.
In essence, “brand experience
media planning”.
Portfolio Planning for the New Age of Brand Marketing 2
3. People do
business with
people they
know, like,
and trust
Good relationships are built upon mutual
attraction, common or complementary goals
and a mutually beneficial exchange of value.
People do business with people they know,
like, and trust.
Building them takes time, and building an
optimal relationship-building platform is the
Holy Grail. As a result, companies invest
millions in building different marketing and
sales touch points to move audiences from
awareness to consideration, preference, and
conversion.
Additionally, they invest in developing sales
and marketing activities to build loyalty and
advocacy with their customers.
Portfolio Planning for the New Age of Brand Marketing 3
It’s
all
about
relationships
4. Too often portfolios of live, digital, social,
and mobile marketing programs are organic
creations. Million dollar investments are
made for all the wrong reasons: ‘everyone
else is doing it’, ‘our competition is present’,
‘we must support the industry’ or ‘we’ve
always done it in the past.’ Copycats.
Boring!
Touch points outside of traditional media
plans are powerful opportunities to touch
a brand’s audiences and participate in
meaningful dialogue, but too often the
objectives of participation are unclear,
experiences are not designed with
objectives in mind, and the opportunity
is missed.
Each investment should be met with scrutiny
and aligned to brand, business, marketing,
and sales objectives to ensure investments
are made in the right places and the brand
reaches its intended audiences with a series
of viable and valuable experiences.
Choose the right approach
Strategic
vs. organic
Tactics
are strategic
assets and
should be
treated as
such
70% of agency
respondents believe
the number one catalyst
in driving client value
is viewing tactics more
strategically
55% allocating more
budget
54% providing more
planning time
53% becoming better
informed on the strategic
value of events
53% evaluation and
measurement of tactics ¹
Portfolio Planning for the New Age of Brand Marketing 4
5. Driving
success
Portfolio Planning for the New Age of Brand Marketing 5
Marketing investments are often made
using budget levels as the primary factor,
influenced by emotion. These decisions lack
performance intelligence and data support,
and can contribute to a weak platform for
driving long-term business success without
mitigating any risk.
Marketers are already seeing budgets for
live tactics migrate toward more immediately
measurable activities, like email and web—
not because live is any less effective, but
because their performance simply hasn’t
been validated through measurement.
19% of agency
respondents believe
a portion of their
tradeshow budget may
be reallocated to other
marketing activities
Only 37% of marketers
are able to measure
the ROI for their social
media activities ²
93% of consumers feel
events are more effective
than TV commercials at
allowing them to better
understand products and
services
Marketers are
already seeing
budgets for live
tactics migrate
toward more
immediately
measureable
activities
19%
37%
93%
6. 6
Portfolio Planning for the New Age of Brand Marketing 6
principles
of portfolio
planning
Addressing
the target
–
Does each tactic allow you to
interact with a viable number of
participants who meet your criteria?
Accomplishing
objectives
–
Each tactic should play a
fundamental role; from awareness
and familiarity, to consideration
and preference, conversion, and
ultimately loyalty and advocacy.
Evaluating
filters
–
Location and timing of activities are
viable filters by which to evaluate
its contribution to the program.
This includes both geographic and
digital parameters.
Tactic
consideration
–
Portfolio planning enables you
to evaluate and act against any
tactic. Tactics can be added or
removed and changes can be
made to optimize their role in the
marketing mix.
Measurement
–
Data is used as the primary basis for
which portfolio planning decisions
are made. Data trumps emotion and
gut instincts. Always.
Content
consideration
–
Sharing your content mix the
right way, at the right time, has an
impact on its effectiveness. Is the
entire story repeated? Or, are there
chapters of the story revealed at
different touch points?
7. Portfolio Planning for the New Age of Brand Marketing 7
Portfolio planning...
is a way to is not
• Accelerate your pipeline
• Achieve brand, business, marketing,
and sales objectives
• Increase marketing effectiveness
& efficiency
• Improve ROI
• Drive accountability
• A comprehensive strategy, but merely
a channel exploration. It helps
determine where you will address
your audiences, tell your story and
express your content.
• An audience generation program.
It does not determine target audiences
or create promotions to attract them.
• A brand experience—but the right
platform sets the stage to build share
of voice and accomplish your
objectives.
• A measurement platform. Although
a strong metrics and measurement
system is required for portfolio
planning.
8. Portfolio Planning for the New Age of Brand Marketing 8
So,
what
can it
do for
your business
Beyond
optimizing
your marketing
spend, portfolio
planning can...
• Provide a structured process to
assess and prioritize tactics, turning
a typically qualitative evaluation into
a more quantitative assessment.
• Allow for a thorough exploration of
activities currently in the portfolio,
as well as potential new ones for
consideration.
• Create a set of criteria and metrics to
evaluate existing and new tactics.
• Build a prioritized set of activities,
including those to remove, adjust,
and add.
• Standardize sets of objectives,
mapping to brand, business,
marketing and sales objectives.
9. Portfolio Planning for the New Age of Brand Marketing 9
Who is our single most
important target?
What would happen if the company
did not participate in any tactics?
What is the best way
to reach our audience?
What would the
tactic’s objective be?
What would the
experience be?
If the company only had X amount of funding,
what would be the best investment?
If the company participated in just one
tactic, what would it be and why?
What level of investment would it require?
While many larger companies have built
large multi-faceted portfolios over time,
unraveling the complexity of legacy
programs can often seem daunting. In many
cases, the desired results are never achieved
because there are too many ‘immovables” in
the portfolio. For some companies, adopting
a “Zero-based” planning approach can
provide a fresh, unique perspective from
which to launch an analysis or validate an
approach.
Zero-based planning assumes one is building
a portfolio plan from scratch, with no legacy
tactics to consider. To initiate a Zero-based
portfolio planning exercise, consider asking
the following line of questions.
This approach allows you to start from
nothing and build a portfolio based on
minimal need. It’s an excellent tool for
driving prioritization of “must-have” tactics
against “nice-to-have” activities.
Sounds good? Then let’s get started!
based planning
Zero
10. Portfolio Planning for the New Age of Brand Marketing 10
Align
Evaluate
Consider
Create
A simple
process
There are several versions of portfolio
planning a.k.a. “Brand Experience Media
Planning” in the marketplace. These range
from one-off consulting projects to more
comprehensive, multi-year commitments.
The most effective programs are simple,
understandable, and scalable based on
needs of any business.
As a starting point,
a simple four-step
process can provide
tremendous insight
into legacy programs
as well as provide a
platform for starting
from scratch.
11. Portfolio Planning for the New Age of Brand Marketing 11
Align
Evaluate
Consider
Create
Step
one
Complete this exercise by using each
audience’s experience journey as a filter.
For each target audience consider which
tactic addresses each stage in the pipeline—
awareness, consideration, preference,
conversion, loyalty, and advocacy. Multiple
tactics at each stage will help ensure
coverage against greater target audience
populations.
This includes:
• Aligning tactics to objectives
• Reviewing of audience
coverage
• Investigating key industry
plays
• Plotting geographic coverage
• Understanding digital coverage
• Exploring timing of activities
• Developing high-level content
plans
12. Portfolio Planning for the New Age of Brand Marketing 12
Align
Evaluate
Consider
Create
Step
two
Evaluate performance. It’s important to
understand the contribution each tactic has
made (or will make) to the marketing mix.
Use this data to prioritize the potential of
each tactic.
This includes:
• Reviewing performance
against Measureable
Objectives (MOs)
• Recording Success Metrics
(KPIs) were you successful
or not?
• Evaluating Diagnostic Metrics—
why or why not?
13. Portfolio Planning for the New Age of Brand Marketing 13
Align
Evaluate
Consider
Create
Step
three
Portfolio planning is not just for filling gaps.
At this stage, evaluate both paid and owned
media opportunities, and compare these
to legacy tactics to decide the best tool for
the job. If a new tactic has a better chance
of achieving measureable objectives on
any existing tactic in the portfolio, consider
replacing the legacy tactic, or at the very
least, augmenting the tactic.
This includes:
• New (paid) tactics
• Proprietary (owned) tactics
• Co-branded tactics
14. Portfolio Planning for the New Age of Brand Marketing 14
Align
Evaluate
Consider
Create
Step
four
Create a tactic plan. Leverage research,
information, and data to develop the initial
portfolio.
This includes:
• Consolidating based on set
parameters
• Removing underperformers
and those with no ability of
improving
• Bolstering high performers
by investing more in areas of
success and leveraging these
best practices across the
program
• Changing participation
in tactics that have the
opportunity to perform at
expected levels with a shift
in investment or experience
15. Happy
planning!
A long-term approach is recommended
to take advantage of the full benefits of
portfolio planning. Collaboration is key!
Integrate portfolio planning into annual
strategic planning with internal stakeholders,
and continue to monitor progress throughout
the year. Building rigor into the process
will help ensure the enterprise recognizes
both continuous improvement and long-term
business value.
Creating appropriate tools to gauge data
points from audience to timing, investment
levels to content and beyond will support
these efforts.
Portfolio Planning for the New Age of Brand Marketing 15
Making
it real