Julian Cole, Head of Communications Planning at BBH, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
The document is a presentation on creative planning given by Leon Phang at Miami Ad School. It discusses how creative planning is important to combine creativity and strategy. Phang believes the key is to be both creatively inspiring and relevant/differentiating. The rest of the presentation will cover the "creative domain" and tools for filling it. Strategic planning is important to get the basics right and avoid teams getting lost in the process without proper planning.
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.
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 write a killer agency creative briefDavid Bell
The document provides tips on how to write an effective agency brief in 3 parts:
1) What makes a great brief including understanding the customer and fueling creative ideas.
2) How to uncover the 4 key creative triggers - the problem, customer insight, compelling message, and how to communicate it.
3) How to give constructive creative feedback by thinking like the customer, focusing on what works, and providing clear guidance for improvements.
The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends:
1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people.
2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns.
3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them.
4) Using the RISE framework to recruit,
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
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.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Writing a Digital Creative Brief and a Communications Framework is a key role of a great Digital Strategist. In this presentation I cover the most important parts of writing a brief and communications framework. Using examples of stand out work from the past five years.
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.
The document discusses the art and science of gaining insights. It outlines a 4-step process for insighting: 1) observe, 2) reframe, 3) validate, and 4) refine. The process involves looking at things from different perspectives, asking why, making new connections, and embracing creative chaos. It provides examples of insights that led to successful branding, advertising, and innovations. It emphasizes that insights are most powerful when they touch people emotionally and are simply and clearly expressed.
This document outlines the process of developing a brand experience plan. It discusses gathering key inputs like consumer behavior data to understand the consumer experience journey. The plan maps this journey and identifies touchpoints and consumer needs. It then outlines how the brand can fulfill these needs through creative experiences and communications. The goal is to improve connections by developing and delivering the right content through the right channels at the right times. Creating this blueprint can maximize impact of marketing spend and help evolve the brand over time.
Planning Hype - Engineering hype before a product launchJulian Cole
1. The document discusses strategies for generating hype and interest for a product before its launch, known as "planning hype".
2. It identifies five key triggers that can be used to create planning hype: scarcity, signalling, credibility, curiosity gaps, and creating a sense of FOMO.
3. Examples are provided for each trigger, describing real campaigns that successfully used those techniques to generate excitement and demand for products before they were available.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
Rick James Model for selling innovative ideasJulian Cole
This is a model that should be helpful in selling in innovative/non-traditional ideas that are usually quite hard to sell to clients/bosses.
@juliancole
The big ideaL: Ogilvy's framework for giving brands a purposeOgilvy
Ogilvy & Mather developed a framework called "The big ideaL" to help brands find an authentic platform to speak from. It involves identifying a cultural tension in the market and finding the brand's core strength. For Louis Vuitton, this resulted in the ideal that the world is a better place when we live life as an exceptional journey. For Milo chocolate drink, it was the belief that play is essential for childhood development. Applying this process helps brands lift themselves above competitors by taking a clear point of view.
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
One-way marketing (interruption) is often more effective than two-way marketing (engagement) for large brands communicating with significant numbers of people. While two-way marketing aims to directly involve consumers, people generally do not care much about brands and are less likely to actively engage or participate. Examples show that memorable one-way ads like the Cadbury Gorilla commercial can be more effective at reaching large audiences with positive brand messaging than two-way social media campaigns, which typically see very low rates of actual consumer engagement. The most robust case studies continue to show traditional one-way marketing performing well compared to two-way approaches.
This document outlines a digital strategy for Netflix to promote the release of the show "Hemlock Grove" by increasing brand awareness of Netflix among horror fans. It analyzes consumer profiles, insights, and behaviors to develop an interactive campaign leveraging social media, augmented reality, and a "Scaretime" wristband to give viewers an immersive experience. The goal is to increase subscriptions by 5% and viewership of the first episodes through frightening and engaging viewers in new ways online and through their physiological reactions.
Using the PERSUASIVE BY DESIGN-Model to inform the design of complex behaviou...Sander Hermsen
Recently, there has been an increase in interest for the integration of insights from the behavioural sciences into the design process. The Persuasive by Design model aims to provide an evidence-based framework by which designers gain access to relevant theoretical insights from the behavioural sciences. This paper examines the use of the model in two case studies that dealt with complex behavioural change situations. In both studies, the model proved to be a valuable aid in determining target behaviours and operationalizing intervention concepts, especially in the early stages of the design process. Some shortcomings of the model also transpired. The model was seen as too complex, and its psychological frame does not prevent designers to overlook possible systemic moderators of behaviour. Implications for further development of tools that give access to model insights are discussed.
Alan Feldenkris, Director, Client Development & Marketing Innovation at SapientNitro, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Charley Wickman, EVP, Group Executive Creative Director at Leo Burnett Chicago, gave this presentation at "The New Model Creative Director," the VCU Brandcenter's executive education program for creative direction, on August 8th, 2013 at the VCU Brandcenter in Richmond.
Lessons from Some of the Most Innovative BrandsVCU Brandcenter
Kelly O'Keefe, Chief Creative Strategy Officer of Padilla/CRT and Brandcenter Professor, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 23rd at the VCU Brandcenter in Richmond, VA.
DRIVE 2017 | 25 October - DESIGN FOR CHANGE - Co-DesignCLICKNL
Design-research helps bridge the gap between citizens’ needs and societal issues or public service. It helps to develop services, communication and interventions that truly support the public. In this track, the audience is invited to interact with design-research methodology and discuss insights and the necessary conditions from the perspectives of sustainable food, low literacy, and the digital divide.
Moderator: Geke van Dijk
Sustainable food
STBY recently conducted research for the Dutch government on the public’s perception of sustainable food. While this is an urgent political and environmental topic, ‘sustainable food’ is confusing and overwhelming for many people. In this interactive session, STBY introduce the co-creative and iterative methodologies they used to explore and analyse perceptions and behaviours around food.
Speakers: Shay Raviv, Sophie Knight
Low literacy
We developed five persona types based on design-research conducted amongst Dutch low literates. Using these personas, we developed matching methods for finding and educating these types. These methods help local organizations to find low literates and determine the drivers needed to help them take the big step to educating themselves.
Speakers: Neele Kistemaker, Petra Doelen
Digital inclusion
Increasingly, people need to be digitally equipped to participate in society. How do people without professional or social networks deal with increasing digitalization? In our participative research, we involve stakeholders and target audiences to explore and analyse perception and experience. In addition, we formulate solutions and experiments to meet the challenges defined. Our research was commissioned by the municipality of Amsterdam.
Speakers: Christine Dedding, Rolinka Kattouw
This document discusses the changing landscape of marketing and strategy. It notes that consumers are now more informed and skeptical of traditional advertising approaches. Data and analytics are providing marketers more insights into customers and allowing for more targeted approaches. Winning strategies create impact by stimulating conversations, involving consumers through experiences, and building influence, intimacy and identity with brands. Great strategists embrace uncertainty, flexibility and imagination to develop possibilities and tweak approaches based on results. The document emphasizes gaining insights across many categories to develop winning marketing strategies.
Forget the Magic Lever & lessons from social mediaGeoff Brown
Here the slides that went with a Keynote Presentation that I had the honor of delivering at the 2009 Melbourne Waste Education Conference & Expo.
I'll follow this one with a version with voice over in a slidecast,
Part two in a series of three: Full of examples of behavioural change that create, or can create, sustainable actions. Includes measurement of success and the name of the corresponding behavioural quirk(s).
We can create and present a tailored presentation for your meeting, workshop, conference, or business.
The document discusses various behavioral techniques that can be used to promote sustainable behaviour. It explains that simply asking people to change can increase sustainable actions, but the way we ask matters. Framing the request positively and using social norms and authority figures as references can encourage people to choose more sustainable options or reduce unsustainable behaviours. Providing a default sustainable choice can also influence people's selections without restricting their choices.
Warren Hatter's slides from a workshop at the SOLACE Conference 2010. The main message is that UK local government needs to build its capacity to use known behavioural effects and behaviour change techniques. The context is carbon reduction, but the implications are broader.
John Gibson, Vice President/Global Planning Director at The Martin Agency, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
This document discusses how brands can inspire rather than just persuade. It argues that inspiration is more powerful than rational persuasion and comes from ambition, action, and authenticity. It uses quotes from Bono advocating for brands to think ambitiously about changing the world, motivating people to take action, and authentically owning who they are in order to inspire rather than just sell products.
The document discusses the results of surveys given to students, teachers, and parents at a school in Romania about waste sorting and environmental practices. While interest in proper waste disposal is increasing, practical education and the availability of recycling infrastructure still need improvement. Many respondents acknowledged throwing waste randomly or not participating in collection activities due to a lack of guidance and accessible recycling options. The conclusion identifies strengths in growing environmental awareness but weaknesses in ensuring behaviors and attitudes are effectively taught through personal examples and hands-on learning. An action plan is proposed to expand recycling infrastructure and educational activities within the school and local community.
Gareth Kay, Chief Strategy Officer at Goodby Silverstein & Partners, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning on July 18th, 2013 at the VCU Brandcenter in Richmond.
DRIVE | behavioural lenses how to design for behaviour changeCLICKNL
This document discusses using behavioral lenses to understand barriers to separating garbage. Interviews revealed emotions associated with different materials and habits. Barriers included a lack of feedback, knowledge, and obstacles. Opportunities identified breaking unhelpful habits, strengthening structure, expanding knowledge of goals and impacts, and providing personal and social feedback to realize when current behaviors differ from goals. The lenses framework can help designers develop rich interventions to change the chain of behaviors involved in garbage separation.
Jeff MacDonald, Creative Technologist at The Martin Agency, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning, on July 16th, 2013 at the VCU Brandcenter in Richmond.
Michael Chapman, SVP Group Planning Director at The Martin Agency, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning on July 16th, 2013 at the VCU Brandcenter in Richmond.
Behaviour change is the measurable outcome of good UX design. Here's a review of a few design techniques and processes to help UX designers to create sustainable behaviour change.
The document summarizes the City of Sydney's Zero Waste Initiative. The initiative aims to reduce waste sent to landfill by promoting avoidance, reuse, and recycling. Key goals are to reduce total waste by 3% annually and achieve a 66% resource recovery rate by 2014. Projects include education workshops, recycling programs, and a marketing campaign using slogans like "Think before you bin it" to raise awareness. Program evaluation assesses metrics like event attendance and website traffic. Recommendations include expanding food waste programs and conducting more research on brand awareness and behavior change.
Jennifer N. Morris has experience in merchandising, brand strategy, trend research, product development, inventory management, and marketing including e-commerce. She has skills in developing brand strategies, identifying trends, creating tech packs, vendor selection, inventory management, and creating marketing plans and materials. Her experience includes creating a logo style guide, conducting market research, developing products for a streetwear brand focused on art and charity, and optimizing an e-commerce site.
It's very glad to present this presentation with you guys, now this presentation is on real estate industry in terms of Core Marketing strategy for a newly product in a new market .
The marketing plan document outlines a comprehensive multi-channel marketing strategy for launching a new real estate start up. It details a 6 step process including developing the company website, engaging the sales team for pre-marketing, designing a teaser campaign to generate curiosity, launching the main marketing campaign across various channels, holding on-site customer events, and expected leads and costs across ATL, BTL and digital marketing channels with an overall budget of Rs. 69.58 lakhs and target of 7,960 leads.
How to plan cross-channel digital advertising campaignsIva Obrovac
Presentation held at Digital boost conference in Zagreb, Croatia (2018) that goes through elements of planning digital advertising marketing campaigns.
This document provides an overview of developing a social media strategy. It discusses why social media matters for businesses, outlines a 6-step process for building a strategy, and reviews major social media platforms and tools. The 6 steps include defining the brand, audience, competition, goals, overall approach, and methods for measuring success. Platform reviews are provided for Facebook, YouTube, Twitter, Pinterest, LinkedIn, Instagram, and Snapchat. Content planning and various analytics tools are also mentioned.
This document discusses shopper archetypes in China's top tier cities and the challenges brands face in engaging them. It identifies four main shopper archetypes - Experience Lover, Precision Planner, Time Saver, and Strategic Spender. For each, it provides strategies on how to engage them at different stages of the shopping journey. The document concludes with four key recommendations for brands: create a seamless online and offline experience, partner with retailers, connect content with people's lives in a timely way, and recognize that shoppers interact across channels so brands should see them as unified rather than separate online and offline personas.
An advertising campaign is a series of coordinated advertisements that share a single theme or idea. Developing an effective campaign involves planning the message, choosing appropriate media, creating individual ads, and measuring the results. The process requires input from various teams within an advertising agency or company including account managers, creative teams, media planners, and researchers. Campaigns are designed to achieve specific communication and marketing goals in a cost-effective manner.
This document provides guidance on digital marketing strategies and tactics. It discusses testing different promotion approaches such as evenly spreading a budget across all articles versus focusing most funds on the top-performing pieces. The document also outlines steps to measure market size and identify buyer personas. Additionally, it provides tips on setting goals and timelines for short and long-term strategies. Marketing channels, typical costs, and testing approaches are examined to help optimize efforts.
Greater than 50% of customer experiences happen during a multi-event, multi-channel journey. And while customers don't think of these experiences as separate campaigns created by separate departments, many of our marketing teams still think in silos. In this session, we walked you through our framework to help you identify a cross channel vision, focus, and prioritize on the most impactful opportunities, and ultimately map your customer journey through our software.
Register for more upcoming webinars here:
http://pages.exacttarget.com/thefutureisnow
This document contains summaries of presentations from a branding, advertising and marketing conference in Bangkok in 2013. It includes summaries of presentations on building a large social media following for an airline brand, using social purpose and causes to differentiate brands, the role of music in creating emotionally engaging ads, the importance of content marketing and using data to gain insights before product launches. Tips included moving fast with insights, embracing data to serve customers better, and focusing marketing content on relevance, originality, impact and being insightful.
This document provides guidance on developing an effective marketing plan by asking a series of questions. It prompts the user to identify their target market and their own unique value proposition. It also guides the user to create a comprehensive plan with clear strategies, campaigns, and tactics to reach their goals. Finally, it emphasizes the importance of evaluating results and applying lessons learned to future marketing efforts.
The document discusses global channel management and distribution strategies. It provides details on Coca-Cola's franchise model, where they own trademarks and develop brands globally but rely on local bottlers for production and distribution. This allows Coca-Cola to leverage global brands while remaining locally focused. The franchise model also avoids costs associated with manufacturing, storage, and distribution for Coca-Cola.
The document discusses building an effective creative concept for marketing campaigns. It explains that the creative concept should define the core message and themes to communicate the solution's benefits to the target audience. It also discusses developing the concept's background, theme, execution tone. The creative team develops the concept and different message execution styles are listed like slice-of-life, lifestyle, fantasy, testimonial evidence. Principles of design and creative tension are also mentioned.
The document discusses unconventional advertising strategies and provides examples. It recommends that ABC Ltd, an FMCG company experiencing declining sales, develop out-of-the-box advertising to increase profits. Case studies are presented on engaging audiences physically and increasing sales through memorable ads like Coca-Cola's "Share a Coke" campaign. Social media strategies are proposed, like weekly contests asking people to caption ads or submit photos depicting brand advertisements. The goal is to generate buzz through creative unconventional marketing.
This document discusses developing an effective marketing strategy and choosing the right marketing tools and channels to acquire a startup's first customers. It emphasizes the importance of defining clear marketing goals, identifying the target audience and their needs, and establishing a unique tone of voice. It also stresses having a concise value proposition that communicates the key benefits customers will receive. The document recommends using the Bullseye Framework to select marketing channels, which involves brainstorming, ranking, prioritizing, testing, and focusing on the top few channels that can scale and provide a high return on investment. The conclusion is that early-stage startups should focus their efforts on only a few high-potential marketing channels.
Visual Merchandising guidelines and playbooks, get ahead in retailJosh Hansen
The presentation discusses the importance of creating visual merchandising (VM) guidelines for retail stores to ensure consistency across locations. It recommends communicating VM standards through merchandising playbooks containing photorealistic renders that inspire store associates. Guidelines standardize the customer experience, boost sales by highlighting strategic products, and make seasonal initiatives easy to implement uniformly. The presentation provides tips on developing guidelines, using renders to visualize concepts, and working with stakeholders.
A workshop on how to think about integrating marketing measurement to create interactive, single view measurement to drive insights and strategy over just recording results
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
This document discusses the need for brands to move from traditional marketing approaches to brand-aligned entertainment strategies. It advocates for developing emotional connections with consumers through third-party content that brings the brand and consumer together. It then outlines the key components of a brand-aligned entertainment strategy, including defining goals, auditing current initiatives, developing brand characters, identifying aligned properties, and providing recommendations.
Swoon Touch is a New York based company that specializes in developing innovative and visually striking branded content for luxury brands. They create highly visual content to establish emotional connections between products and people. Their team produces motion pictures and interactive content to bring brand strategies to life. They track audience engagement with their content to measure success. Their goal is to turn concepts into compelling narratives that drive people from passion to purchase.
Gautam Ramdurai, Insights Lead at Google and Brandcenter alum (CS, 2011), 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.
UX AT Work: Experience Design Principles for an Agency WorldVCU Brandcenter
Colin Eagan, User Experience Manager at IFC Ironworks, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning on July 17th, 2013 at the VCU Brandcenter in Richmond.
BE YOUR OWN CLIENT: Monetizing Your Agency's Creativity Beyond AdvertisingVCU Brandcenter
Neil Patel, SVP, Content Strategy and Development at The Martin Agency and Mentor at 80amps (a new model venture incubator), and Eric Martin, Founding Partner at 80amps, gave this presentation at "The New Model Creative Director," the VCU Brandcenter's executive education program for creative direction, on August 6th, 2013 at the VCU Brandcenter in Richmond.
Rick Webb, writer, entrepreneur and investor, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning, on July 19th, 2013 at the VCU Brandcenter in Richmond.
The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra S...VCU Brandcenter
The document discusses 10 common fallacies, myths and legends about planning for mobile. It debunks the myths and provides the truths. Some of the myths addressed include that planners are entitled to direct digital strategy, that mobile can be handled separately from digital strategy, and that the mobile banner ad is effective. The truths provided emphasize focusing on unmet user needs, shifting from campaigns to capabilities, considering the entire ecosystem rather than just devices, and creating useful and engaging mobile experiences that add value.
George Bennett, Digital Strategy Director at Droga5, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning, on July 18th, 2013 at the VCU Brandcenter in Richmond.
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdfTop Klickz
Managing payroll in SMEs can indeed be challenging, but there are several effective strategies to solve common problems.
Invest in robust payroll software that automates calculations, tax deductions, and compliance requirements. This reduces errors and saves time.
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
In 2024, digital marketing is not just an optional strategy for businesses; it's a fundamental component of any successful marketing plan. The rapid evolution of technology and changing consumer behaviors have made digital marketing more critical than ever. Here’s why digital marketing is indispensable in 2024 and how digital marketing agency can propel your business to new heights.
EyekooTech is committed to helping businesses navigate the complexities of digital marketing. Whether you're a small startup or a large enterprise, our innovative strategies and data-driven approach can elevate your brand and connect you with your target audience.
CIIM (Chandigarh Institute of Internet Marketing) – ISO:9001 Certified & Google Partner Digital Marketing institute in Chandigarh — was founded by Surjeet Thakur in the year 2010. We specialize in training aspirants in various digital marketing domains such as Google Ads, PPC, SEO, SMM, SEM, Video Marketing, Amazon Marketing etc.
NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van ...BBPMedia1
Develop a category & retail vision to drive business impact today
Join Arnoud from Danone and Tris from Ipsos Strategy3 as they guide you on a journey through the art of leveraging trends and foresights to craft a category and retail vision. Discover the crucial need of future readiness, and understand how the future can lead to new opportunities, here and now. Be prepared to unlock the future potential of your enterprise!
Curious about what a social media manager really does? Our latest presentation breaks down the key responsibilities and daily tasks of this dynamic role. Want to understand more about this essential position? Read the full deck now!
Full blog here - https://digitalmarketingphilippines.com/what-does-a-social-media-manager-do/
Top 7 PPC and SEO strategies to drive more traffic and conversions. Most companies already own the data, let's share the data and boost the performance of both channels.
Key Takeaways:
Why PPC and SEO teams should strategize together7 ways PPC and SEO can work together to drive even more conversions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Email marketing remains a cornerstone of digital communication, yet even seasoned marketers can stumble into pitfalls that affect engagement and ROI. In this comprehensive guide, we uncover the top 12 common email marketing mistakes of 2024 and provide actionable solutions to regain trust and maximize effectiveness.
Explore critical errors such as writing poor subject lines that fail to captivate readers, overlooking the importance of proper email list segmentation, and the pitfalls of both under and over-personalization. Learn why sending a welcome email is crucial for nurturing new subscribers and how to strike the right balance in email frequency to avoid overwhelming your audience.
Discover the impact of mobile responsiveness on engagement rates and the importance of clear, compelling Calls-to-Action (CTAs). We also delve into the technical aspects of email marketing, from minimizing typos and errors to interpreting email analytics effectively for continuous campaign improvement.
Whether you're a novice or seasoned email marketer, understanding these mistakes and implementing our practical solutions will help you optimize your email campaigns for maximum impact in 2024.
Now read the pdf and grow your email marketing.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Lately, it’s been feeling a little Terminator-y out there, huh? But the future of paid media isn’t an employment battle between AI and humans like some believe. Instead, it’s about collaboration and another powerful tool to add to the digital marketer’s tool belt. In fact, the best digital marketers have been integrating AI-elements into their work for years… with one caveat - there’s still an industry professional driving the bus.
Join Curtiss Gulash, Director of Paid Media, at Be Found Online, to explore the strengths and weaknesses of AI (as well as humans), and how those qualities can complement one another to develop stronger, more informed, and more efficient paid media campaigns. It’s time to turn and embrace the machine to carve out a path for improving efficiency across your accounts with your new AI companions!
Join us for an inspiring session where we delve into the transformative power of Artificial Intelligence (AI) and Extended Reality (XR) in digital marketing. In today's rapidly evolving landscape, staying ahead requires more than just awareness—it demands proactive engagement and strategic implementation. Leslie Marshall, CMO, Mesmerise Group, will share insights into how emerging technologies like AI and spatial computing are fueling the next generation of marketing. Leslie's journey exemplifies how embracing new technologies can empower marketers to better understand and attract the right customers, ultimately supporting exceptional experiences. In this session, Leslie will highlight how marketers can adopt an explorer's mindset, encouraging them to ask probing questions and navigate through the intricacies of new tech fearlessly. Leslie believes that curiosity is not only a tool for understanding emerging technologies but also a driver for long-term success and innovation in any marketing career. Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer. The future of digital marketing awaits—are you ready to seize it?
Key Takeaways:
Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer.
8. Strategic
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#DONTGOHOMECOMMSFRAMEWORK
16. Strategic
Value
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Campaign
Idea
Comms Pillars Barrier Comms Tasks Channels
The New
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Encourage New
Yorkers to stay
out and
experience
more of the
night in style
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Purchase
#DONTGOHOMECOMMSFRAMEWORK
19. TRIGGER
The NS doesn’t think Cole Haan or the Chelsea Pump is
relevant for them
ACTIVE CONSIDERATION
The NS doesn’t actively seek information on Cole Haan
products so we don’t expect them to do this for the Chelsea
Pump either
PURCHASE
The NS doesnt visit the store by giving them incentives inside
and outside the brick and mortar locations that remind them
of the Chelsea Pump’s style / lifestyle value in their lives
20. Strategic
Value
Target
Campaign
Idea
Comms Pillars Barrier Comms Tasks Channels
The New
Sartorialist
#dontgohome
Encourage New
Yorkers to stay
out and
experience
more of the
night in style
Trigger
The NS doesn’t think
Cole Haan or the
Chelsea Pump is
relevant to them
The New
Sartorialist
#dontgohome
Encourage New
Yorkers to stay
out and
experience
more of the
night in style
Active
Consideration
The NS doesn’t actively
seek information on
Cole Haan products so
we don’t expect them to
do this for the Chelsea
Pump either
The New
Sartorialist
#dontgohome
Encourage New
Yorkers to stay
out and
experience
more of the
night in style
Purchase
The NS doesn’t visit the
CH store
#DONTGOHOMECOMMSFRAMEWORK
22. COMMS TASKS
Two key components to a Comms Task
• Consumer Behavior (what do you want the
consumer to do or feel?)
• Brand Action and Message (what are you
going to do to make them do or feel this
way?)
23. TRIGGER
Cause a revelation in the target by giving them experiences that prove the
Chelsea Pump helps them stay out through the night in style
ACTIVE CONSIDERATION
Get the target to realize product benefits by positively interrupting them in
their lives with information on how the Chelsea Pump’s Nike Technology
helps them move through the night
PURCHASE
Get the NS to purchase the product by giving them incentives inside and
outside the brick and mortar locations that remind them of the Chelsea
Pump’s style / lifestyle value in their lives
Consumer Behavior
Brand Action and Message
24. Strategic
Value
Target
Campaign
Idea
Comms Pillars Barrier Comms Tasks Channels
The New
Sartorialist
#dontgohome
Encourage New
Yorkers to stay
out and
experience
more of the
night in style
Trigger
The NS doesn’t think
Cole Haan or the
Chelsea Pump is
relevant to them
Cause a revelation in the
target by giving them
experiences that prove the
Chelsea Pump helps them
stay out through the night in
style
The New
Sartorialist
#dontgohome
Encourage New
Yorkers to stay
out and
experience
more of the
night in style
Active
Consideration
The NS doesn’t actively
seek information on
Cole Haan products so
we don’t expect them to
do this for the Chelsea
Pump either
Get the target to realize
product benefits by positively
interrupting them in their lives
with information on how the
Chelsea Pump’s technology
helps them move through the
night
The New
Sartorialist
#dontgohome
Encourage New
Yorkers to stay
out and
experience
more of the
night in style
Purchase
The NS doesn’t visit the
CH store
Get the NS to purchase the
product by giving them
incentives inside and outside
the brick and mortar locations
that remind them of the
Chelsea Pump’s style / lifestyle
value in their lives
#DONTGOHOMECOMMSFRAMEWORK
27. commstaskstochannels/tactics
The Comms Planner then works to come up with
how the whole idea will work. With the Media
Planner to work out what are the best channels to
answer that task brief.
The first step to coming up with a channel
strategy is doing a brand ecosystem audit
29. brandeco-system
The Brand Eco-System is key in three
phases it helps when you are trying
understand how a brand currently
communicates with their customers.
• Audit
• Implement
• Measure
30. Strategic
Value
Target
Campaign
Idea
Comms Pillars Barrier Comms Tasks Channels
The New
Sartorialist
#dontgohome
Encourage New
Yorkers to stay
out and
experience
more of the
night in style
Trigger
The NS doesn’t think
Cole Haan or the
Chelsea Pump is
relevant to them
Cause a revelation in the
target by giving them
experiences that prove the
Chelsea Pump helps them
stay out through the night in
style
OOH - Street
Signs, Banners,
PR
The New
Sartorialist
#dontgohome
Encourage New
Yorkers to stay
out and
experience
more of the
night in style
Active
Consideration
The NS doesn’t actively
seek information on
Cole Haan products so
we don’t expect them to
do this for the Chelsea
Pump either
Get the target to realize
product benefits by positively
interrupting them in their lives
with information on how the
Chelsea Pump’s technology
helps them move through the
night
Drag Queen,
Food Truck
The New
Sartorialist
#dontgohome
Encourage New
Yorkers to stay
out and
experience
more of the
night in style
Purchase
The NS doesn’t visit the
CH store
Get the NS to purchase the
product by giving them
incentives inside and outside
the brick and mortar locations
that remind them of the
Chelsea Pump’s style / lifestyle
value in their lives
Food Truck,
Pop Up Stores
#DONTGOHOMECOMMSFRAMEWORK
31. campaignrollout
A campaign roll out helps to show the
timings of all the activity. It visualizes the
campaign in its entirety from a timings
perspective.
This will be done in conjunction with the
Media Planner
32. AUG SEP OCT NOV DEC JAN
CAMPAIGNROLLOUT
TV/CINEMA
PRINT/OUTDOOR
FACEBOOK/TWITTER
IN STORE ACTIVATION
DIGITAL HUB
PRODUCT DEMO VIDEOS
BAR ACTIVATION
TASK 1
TRIGGER
TASK 2
ACTIVE
CONSIDERATION
TASK 3
INVITE
STANDARD BANNERS
34. keyperformanceindicators
It is the role of the Comms Planner to take
the overall business objectives and break
them down into specific goals/targets for
the comms tasks and the executions that
answer that task.
They then must implement the tracking of
these tasks and report and optimize the
performance of the executions
35. GOALFORDIGITALHUB
METRIC FOR SUCCESS
C
TARGET ACTUAL
TRIGGER
IMPRESSIONS
OVERALL IMPRESSIONS 30,000,000 45,000,000
SEARCH INTEREST
INCREASE IN BRAND SEARCH VOLUME
VS. COMPETITION
5% 7%
ACTIVE CONSIDERATION
KEY IMAGE ATTRIBUTES
IS A SPORTS LIFESTYLE BRAND
IS A BRAND FOR ME
52%/46% 42%/66%
PURCHASE INTENTION
TOP 3 SPORTS LIFESTYLE BRANDS 52% 66%
VISITS TO THE SITE 500,000 568,120
TIME ON SITE 2:20 1:45
EXIT POLL ON SITE
IS A SPORTS LIFESTYLE BRAND
IS A BRAND FOR ME
75%/60% 86%/76%
EXIT POLL ON SITE
ADDS VALUE TO MY NIGHT OUT VS.
CONTROL
20%+ 25%
PURCHASE
PURCHASE/SALES GROWTH 8% 10.4%
37. 5 greatresources
seminal book on comms planning
space race - an inside view of the future of communications planning - jim taylor
new book on behaviour change
The advertising effect: how to change behaviour - Adam Ferrier
book on the basics of media planning
how to navigate the media flow - hamish pringle and jim marshall
my skillshare class on the topic
‘crash course in comms planning’
strategy essay on puma’s campaign
2011 jay chiat grand prix - puma social paper