Marketing Strategy – 2017’s Top 10 Digital Branding and Marketing Trends [Infographic] : MarketingProfs Article

Marketing Strategy – Planning your marketing efforts for the coming year? Here’s some advice about the top digital marketing and branding trends you can expect in 2017.

Source: Marketing Strategy – 2017’s Top 10 Digital Branding and Marketing Trends [Infographic] : MarketingProfs Article

Will Data & Creative Come Together?

In my continual effort to provide the “So What” to all that’s happening within the marketing environment and the constant evolution within the digital ecosystem…

I would like to share highlights from the WARC report in association with Deloitte Digital

Read More to find out why the two need to be fused

brands defining time

Time has flown by once again and the semester comes to a close. I begin every semester (and almost every class for that matter) with a bit of a pit in my stomach. I want to teach each class a bit differently and ensure that we go beyond the textbook and learn from not only the material and the teacher, but from each other. I have realized that students today are much more connected (for obvious reasons) but also due to their diverse backgrounds and experiences. Having done a similar exercise in previous classes I assigned “the personal brand timeline.” I anticipated that each of the 32 students would get up in front of the class and show us a slide with a bunch of brands on it that reflected their past and predicted future. To be honest I usually give this assignment so I can get out of presenting the class. However, much to my surprise and delight the students truly embraced the assignment and we ended up using 3 classes (1:45 each) to present all  32.

SO What…right?

Well, after listening to each of the students describe why they chose the brands, what it meant to them, and their prediction of future brand usage, I was able to get to know each of them in a way a bit more personal than just a student….not to mention some of the hilarious memories they shared with the class thinking back to earlier years. Additionally, it validates the emphasis we as marketers place on creating “Brand Persona”, “Brand promise” “Brand Story” “Humanizing Brands”, …to name a few.

As mentioned in the 2015 Interbrand Best Global Brands Report, people are using brands as the vehicles to personally design the life they want to live.

Here is the summary of these students brands of their lives. Enjoy!

the brands of our lives
Read More

Google Analytics – So What!

As a final part of the Branding, Strategies and Organizations course we have entered into the world of data and analytics.  As  a class we are working together to earn The Google Analytics Individual Qualification (IQ).

It can be difficult to grasp the relevancy of Google Analytics certification and will most definitely  vary in significance for each of you. With that said, looking at the challenges that marketers are facing in 2016 and what is required to be effective, you will notice the need for skills that span well beyond those of traditional marketing.

Warc’s Toolkit 2016 asks six questions to marketers to better understand the challenges ahead for 2016.

  1. What ‘Moments’ are you targeting?
  2. What skills do you need in-house to blend data with creativity?
  3. Do you need a connection strategy?
  4. Is your digital investment being wasted?
  5. Are you using video for more than short-term campaigns?
  6. Do you need a strategy for Gen Z?

Brands are using data to build strategies and teams around potential consumption moments. The skills required to analyze this data and turn insights into actionable marketing initiatives that are both personalized and creative, poses a structural challenge to marketing departments. The developments in analytics allows for creative and media plans to be rooted in more sophisticated models reflecting consumer behavior.

So What?

The need for both right and left brained thinking in the areas of marketing, technology, and creative execution is critical.

Data driven thinking is creeping into all aspects of marketing. Marketing success, it appears, increasingly lies in a combination of digital expertise, data analysis, and creative excellence – the challenge is delivering on all three.

The growing interest in micro moments is based on the ability to identify these moments through various forms of data analysis, including path-to-purchase data and monitoring of social media: and the ability to target consumers at a personal level “in the moment” through technology.

Technology, data, and analytics have dominated the marketing conversation in recent years, while they are still core threads there is an increased focus on content in a multitude of formats to penetrate the decreasing attention spans of connected consumers.

In this content-focused environment, it is a challenge to cut-through and engage with customers. Moment marketing and the ability to deliver relevant and seemingly spontaneous interactions to the customer is a key thread.

3 Tips for Finding Consumer Insight Gems

 

3 Tips for Finding Consumer Insight Gems

Source: 3 Tips for Finding Consumer Insight Gems

How To Market Successfully In A Digital World? Put Customers’ Needs First.

 We have finished the first half of the semester and discussed how marketers study consumer behavior for clues to who buys, uses, and disposes of what good and services as well as when, where, and how they make decisions.

We began by discussing The psychological core: Internal Consumer Processes and the influencers that affect consumer’s motivation to process information, make a decision, and take action.  How  factors such as emotion, culture, and cognition can affect the individual’s ability to engage in consumer behaviors and finally the main types of influencers on the consumer’s opportunity to process information and acquire, consume, or dispose of products.

We then discussed how marketers are concerned about consumer’s exposure to marketing stimuli and how we can enhance that to attract and sustain consumers attention.  Furthermore, the use of our senses as part of perception and how marketers are concerned about consumer sensory perceptions as well as the ability of consumers to comprehend the message.

Finally, how consumers store knowledge in their memory and why/how marketers try to affect memory retrieval.

SO What? 

The article below is one of thousands written on the importance of understanding consumers and our increasing ability to gain insight from multiple sources of data allowing marketers to improve relevancy and effectiveness. Having an understanding of the ways in which consumers process and store information and tactics that will increase the impact of their message, combined with the amount of data we can gather…is what will help make you all great marketers.

Now What? 

Read the article

 

Customers are at the heart of what successful businesses do. Columnist Mary Wallace discusses why we need to harness the power of data and technology to better understand our customers and respond to their needs.

Source: How To Market Successfully In A Digital World? Put Customers’ Needs First.

Marketers Expanding In-House Ad-Buying Resources | Agency News – AdAge

More marketers are growing their in-house ad-buying capabilities as a result of heigtened concern around fraud and transparency

Source: Marketers Expanding In-House Ad-Buying Resources | Agency News – AdAge

Customer Service as a Marketing Tool

Great customer service is all well and good – but brands should be taking the opportunity to surprise and delight, explains Joel Windels.

Source: Customer Service as a Marketing Tool

Apple Irony

Apple’s Reality

The Apple brand persona as pioneering and independent began in the 1984 Super Bowl commercial, which was centered around the Orwellian concept of ‘big brother’ and showed Macintosh computers as a means to resist oppression.(Creating Powerful Brands; Chernatony, McDonald, Wallace)

Research  found that Mac users are ‘active, avant garde and early adopters positioning them as ‘Sociologically Elite’ (Sellers, 2008).

Does Apple’s position against FBI support this brand message?

Brand Mapping

Correlation to brand module mapping (HBS) is a useful exercise for competitors and the research done in CPB regarding competitor influences is synergistic with the HBS approach to mapping your own brand family and the impact of those non-brand extessential influencers.

Jim Signorelli suggests the idea of looking at brands and prospects in relation to their inner and outer layers and the obstacles that prevent the brand from connecting to the prospect as the environment, consumer behavior, competition, etc. The inner layer of both the Brand and the prospect is referred to as their DNA. CPB states that in order to anticipate competitor response and sustain brand value/market share companies need to understand the activities of key competitors relative to their strengths within different segments which provides the competitive DNA and helps explain competitors behavior and predict future response.

CPB argues that key leaders and companies with significant market share  may overlook the idea that market share consists of 2 distinct sources: those who actively buy the brand and those who passively make brand choice. This is important to consider when leveraging consumer insight as part of the brands marketing strategy.

Customer Motivation

“From study conducted 36 top marketers, one-third did not get consumer motivation right – and they are some of the best marketers in the business.” From What Sticks by Rex Briggs and Greg Stuart.
WHY???????

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