ASU Center for Services Leadership Overview
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The day Nintendo launched the Switch gaming system, both Xbox and PlayStation congratulated Nintendo on social media. It was a somewhat surprising move. Big brands typically don’t compliment their competitors – they wouldn’t want to offer a rival brand free publicity. But this research shows that a brand can actually boost its own reputation and sales by complimenting a competitor. Nearly a dozen experiments with almost 4,000 people demonstrate that brands may reap rewards by engaging in brand-to-brand praiseBefriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Cons...
Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Cons...American Marketing Association | Journals
Lobbying is a positive driver of firm performance and is likely to continue to be used by companies, however, our findings also reveal that there are costs to firm lobbying that arise when accounting for customer effects.Shedding Light on the Dark Side of Firm Lobbying: A Customer Perspective
Shedding Light on the Dark Side of Firm Lobbying: A Customer PerspectiveAmerican Marketing Association | Journals
These slides walk students through the importance of examining mergers and acquisitions, a very popular corporate strategy to grow and gain synergies, from a marketing-angle.Despite Efficiencies, M&As Reduce Firm Value by Hurting Customer Satisfaction
Despite Efficiencies, M&As Reduce Firm Value by Hurting Customer SatisfactionAmerican Marketing Association | Journals
In political battles over contested issues, direct-to-public persuasion is key to gaining public support. Important differences in how voters respond to industry side versus activist side persuasion show that activist arguments have the greatest impact on voting and other outcomes. The research results show that the industry and activist sides should follow different strategies, and caution that competing campaigns do not have an equal opportunity to persuade the publicHow Industries Use Direct-to-Public Persuasion in Policy Conflicts: Asymmetri...
How Industries Use Direct-to-Public Persuasion in Policy Conflicts: Asymmetri...American Marketing Association | Journals
These slides are useful to explain how consumers create value in the sharing economy. They explain that consumers navigate the challenges of cocreating in the sharing economy through orchestration work. It presents a framework with 4 overarching mechanisms of orchestration work and 14 specific actions that consumers engage in to overcome challenges and cocreate value in the sharing economy platforms. The slides also explain that consumer orchestration work creates value for platform firms, because it leads to efficiency, complementarities, consumer lock-in, and novelty.How Consumer Orchestration Work Creates Value in the Sharing Economy
How Consumer Orchestration Work Creates Value in the Sharing EconomyAmerican Marketing Association | Journals
Current statistics on organ donation point to an ever-increasing demand yet inadequate supply of available donors. And while the vast majority of Americans (90%) support organ donation, only 60% are registered. Our study demonstrates how intercepting customers with behaviorally informed promotional materials at the right time (e.g., “If you needed a transplant would you have one?”), along with streamlined customer service (e.g., additional time and a simplified form) can help overcome the intention-action gap and significantly increase new organ donor registrations.Increasing Organ Donor Registrations with Behavioral Interventions: A Field E...
Increasing Organ Donor Registrations with Behavioral Interventions: A Field E...American Marketing Association | Journals
In this keynote, Jordan will walk you through how to create a social media system that you can use for your brand. After this talk you should walk away with the tools to create and distribute content consistently.
Key Takeaways:
- How to create a social media system- Building a distribution plan for content- How to stretch one idea farHow to Create a Social Media Plan Like a Pro - Jordan Scheltgen
How to Create a Social Media Plan Like a Pro - Jordan ScheltgenDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
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The day Nintendo launched the Switch gaming system, both Xbox and PlayStation congratulated Nintendo on social media. It was a somewhat surprising move. Big brands typically don’t compliment their competitors – they wouldn’t want to offer a rival brand free publicity. But this research shows that a brand can actually boost its own reputation and sales by complimenting a competitor. Nearly a dozen experiments with almost 4,000 people demonstrate that brands may reap rewards by engaging in brand-to-brand praiseBefriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Cons...
Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Cons...American Marketing Association | Journals
Lobbying is a positive driver of firm performance and is likely to continue to be used by companies, however, our findings also reveal that there are costs to firm lobbying that arise when accounting for customer effects.Shedding Light on the Dark Side of Firm Lobbying: A Customer Perspective
Shedding Light on the Dark Side of Firm Lobbying: A Customer PerspectiveAmerican Marketing Association | Journals
These slides walk students through the importance of examining mergers and acquisitions, a very popular corporate strategy to grow and gain synergies, from a marketing-angle.Despite Efficiencies, M&As Reduce Firm Value by Hurting Customer Satisfaction
Despite Efficiencies, M&As Reduce Firm Value by Hurting Customer SatisfactionAmerican Marketing Association | Journals
In political battles over contested issues, direct-to-public persuasion is key to gaining public support. Important differences in how voters respond to industry side versus activist side persuasion show that activist arguments have the greatest impact on voting and other outcomes. The research results show that the industry and activist sides should follow different strategies, and caution that competing campaigns do not have an equal opportunity to persuade the publicHow Industries Use Direct-to-Public Persuasion in Policy Conflicts: Asymmetri...
How Industries Use Direct-to-Public Persuasion in Policy Conflicts: Asymmetri...American Marketing Association | Journals
These slides are useful to explain how consumers create value in the sharing economy. They explain that consumers navigate the challenges of cocreating in the sharing economy through orchestration work. It presents a framework with 4 overarching mechanisms of orchestration work and 14 specific actions that consumers engage in to overcome challenges and cocreate value in the sharing economy platforms. The slides also explain that consumer orchestration work creates value for platform firms, because it leads to efficiency, complementarities, consumer lock-in, and novelty.How Consumer Orchestration Work Creates Value in the Sharing Economy
How Consumer Orchestration Work Creates Value in the Sharing EconomyAmerican Marketing Association | Journals
Current statistics on organ donation point to an ever-increasing demand yet inadequate supply of available donors. And while the vast majority of Americans (90%) support organ donation, only 60% are registered. Our study demonstrates how intercepting customers with behaviorally informed promotional materials at the right time (e.g., “If you needed a transplant would you have one?”), along with streamlined customer service (e.g., additional time and a simplified form) can help overcome the intention-action gap and significantly increase new organ donor registrations.Increasing Organ Donor Registrations with Behavioral Interventions: A Field E...
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Shedding Light on the Dark Side of Firm Lobbying: A Customer Perspective
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Despite Efficiencies, M&As Reduce Firm Value by Hurting Customer Satisfaction
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How Industries Use Direct-to-Public Persuasion in Policy Conflicts: Asymmetri...
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In this keynote, Jordan will walk you through how to create a social media system that you can use for your brand. After this talk you should walk away with the tools to create and distribute content consistently.
Key Takeaways:
- How to create a social media system- Building a distribution plan for content- How to stretch one idea farHow to Create a Social Media Plan Like a Pro - Jordan Scheltgen
How to Create a Social Media Plan Like a Pro - Jordan ScheltgenDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
SEO in a World of AI
Presentation Description (150 words max):
Author and Adjunct Professor Steve Wiideman presents a holistic masterclass on search engine optimization for the constantly changing search engine results. Learn how to prepare your website for generative AI, increase visibility in social search, and double-down on timeless SEO principles. Disciplines covered include technical SEO, content strategy and webpage optimization, off-page SEO, and optimizing for generative AI search.
Key Takeaways:
1. Have a plan to prepare for search generative experience (SGE)
2. Discover techniques to be found in TikTok, Instagram, and YouTube for Gen Z and Gen Alpha
3. Get a foundation refresher for core SEO best practices in tech, content, and off-page SEOSEO Master Class - Steve Wiideman, Wiideman Consulting Group
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In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fastPillar-Based Marketing Master Class - Ryan Brock
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Scaling your content production and workflow with AI
Learn how to work smarter rather than harder to produce high-quality content at scale with the resources you already have. Make your team faster and more productive by incorporating AI-related tools and methodologies into your workflow. In this master class, you will learn about some of the dominant AI tools for research, content development and copywriting and how to use them to expand your capabilities with little to no investment other than time. The presentation will dispel some myths and provide the key steps to get you up and running with AI incorporated into your marketing workflow, whether for yourself or your clients.
Key Takeaways:
You will learn about the predominant AI tools, their strengths and weaknesses, where and how to use them in your marketing efforts, related best practices, missteps to avoid, and where and how to add automation to scale your ongoing marketing activities.Generative AI Content Creation - Andrew Jenkins
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This session is designed to get back to the basics and focus on what will really drive traffic to you - your website and content. Join us for a transformative session where we'll redefine how you think about website effectiveness and digital marketing with your content. Discover how to leverage your website as the centrepiece of your marketing strategy, integrating SEO, automation, and content to drive meaningful results. This masterclass will highlight the importance of a well-optimized website and provide actionable strategies to turn your site and social media into a powerhouse for user engagement and conversion.
Takeaways:
Strategies for enhancing website engagement: Learn how to captivate your audience right from their first click with on-point design and user experience enhancements.
Integrating tools for superior results: Unlock the potential of systems and platforms to refine your marketing efforts, freeing up your time to focus on your other priorities.
Conversion-Optimized Content Development: Gain insights on creating cross-medium content that does more for you.
This session will arm you with the knowledge and tools needed to transform your website into a core asset of your marketing strategy, driving both traffic and conversions.Foundation First - Why Your Website and Content Matters - David Pisarek
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In the dynamic realm of business, marketing and technology, where change is inevitable, the marketing landscape finds itself engulfed in the currents of the AI fear cycle. Fear of loss, apprehension about change, and the threat to established norms create a maelstrom of uncertainty, challenging organizations to navigate (yet another new terrain of transformation) these treacherous waters of transformation. In this session, Kristin Wozniak will get to the heart of this fear cycle, exploring its nuances, implications, and the path forward for marketing departments in the era of AI.
Key Takeaways:
•Understanding the Fear Cycle: By dissecting the psychological and emotional responses triggered by the advent of AI in marketing, attendees will gain a deeper understanding of the underlying fears that hinder organizational change. Recognizing the fear of loss, anxiety about expertise, and apprehension towards unfamiliarity as key drivers, marketers can better navigate the turbulence of change management.
•Embracing Continuous Learning and Adaptation: As AI reshapes traditional roles and processes, the notion of expertise undergoes a fundamental shift. Attendees will learn the importance of fostering a culture of continuous learning and adaptive expertise, wherein executives and marketers embrace uncertainty and prioritize strategic questioning over claiming mastery. This shift in mindset enables organizations to stay agile and responsive in the face of evolving technological landscapes.•Challenging Norms and Fostering Innovation Through Courageous Inquiry: By daring to ask the right questions and challenging entrenched norms, marketers can pave the way for transformative change within their departments. Attendees will be encouraged to confront traditional paradigms, such as the necessity of certain roles like the CMO, the efficacy of RFPs, and the inefficiencies in billing practices. Through courageous inquiry and a willingness to embrace discomfort, organizations can unlock new possibilities, driving innovation and staying ahead of the curve in the marketing department of tomorrow.Riding the Wave of AI Disruption - Navigating the AI Fear Cycle in Marketing ...
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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 conversionSEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand
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In a world where storytelling happens behind screens instead of around campfires, it’s easy for today’s marketers to lose touch with the powerful way stories can resonate with audiences. Whether you’re tasked with writing to your peers, your partners, your investors, or your customers, this presentation will empower you to more clearly imagine the context of your key readers and produce content that will echo their emotions, speak their language, and leave a lasting impression.
Join content marketer, keynote speaker, and best-selling author Ryan Brock for a practical training session, where you’ll learn:
• How to utilize market research and tools to gain valuable insight into your most important audiences’ immediate context.
• How to use emotional language effectively to build a genuine connection with your audiences in the moment they need you the most.
• How to communicate key value propositions from the perspective of your target audience and stick with them long after they’ve stopped reading.Campfire Stories - Matching Content to Audience Context - Ryan Brock
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Influential restaurant and food service industry networking is a necessity for business success. In this highly digitized world of devices, apps, and platforms, I prefer to pick up my phone, dial, and TALK to a live person. Phone-to-phone and person-to-person may get you to a face-to-face.W.H.Bender Quote 61 -Influential restaurant and food service industry network...
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This session is designed to revolutionize how you approach marketing strategies, content creation, and customer engagement by leveraging the power of AI and GPT technology. Whether you're looking to enhance your brand's presence, streamline operations, or create unparalleled customer experiences, this masterclass will provide you with the insights and tools you need to succeed in the evolving digital landscape.
Key takeaways:
An introduction to AI and ChatGPT and its role in marketing.
A brief look at ethical considerations, transparency, privacy and limitations.
Build your own custom GPT - a personal assistant who learns with each and every interaction.
Top ways to create compelling content: Blogs, social media posts, and email marketing
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ASU Center for Services Leadership Overview
- 1. Center for Services Leadership Arizona State University Thomas Hollmann, Executive Director and Clinical Associate Professor AMA Winter Ed, February 23, 2019 Thomas.Hollmann@ASU.edu
- 2. CSL Background Business Side of the CSL Academic Side of the CSL Support Content * Primarily industry but also government and non-profit relationships Faculty Network Members, across disciplines, institutions, and countries.86 CSL Member Companies and senior-level board members, across functions and industries.47 Network
- 5. Key Activities and Partnerships • Student Education • Problem-Focused Research • Executive and Professional Development • Corporate Membership CSL Background