This document outlines 10 key marketing trends for 2017 and ideas for exceeding customer expectations. It discusses how cognitive insights will revolutionize how marketers deepen customer connections and fuel strategic growth by tapping into structured and unstructured data. It also discusses how companies should shift from having a "mobile strategy" to creating an engagement strategy for customers across all channels and devices. The document provides an overview of 10 marketing trends and ideas that marketers can use to better understand customers and provide excellent experiences.
Digital Marketing: Are You Ready to Go Agile?" Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
Digital Marketing: Are You Ready to Go Agile?Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
This document provides an overview of Prudential Retirement's content marketing strategy. It discusses what content marketing is and its benefits over traditional marketing approaches. The document then outlines Prudential's content marketing objectives, including increasing awareness, thought leadership, and engagement. It also discusses targeting customer segments and creating buyer personas. Finally, it proposes initial content topics related to life stages and financial goals.
This document discusses how to structure an agile team for real-time marketing. It recommends teams comprised of "Renaissance junkies" with broad interests and expertise across many areas. Team members should collaborate more tightly throughout the process, with activities blending together and everyone involved in social listening, content development, and engagement. A trial-and-error approach is needed as real-time marketing is still experimental. Teams require flexibility and a willingness to take risks and iterate quickly without attached to single concepts.
The document discusses 20 marketing trends for 2022. Some of the key trends include:
1. Consumer values and expectations have shifted drastically due to the COVID pandemic, requiring brands to strategize and create new strategies to meet these changes.
2. Marketers must focus on building their first-party data strategies and personalizing experiences as third-party cookies are being phased out.
3. Research is becoming more democratized, with insights being generated through collaboration across organizations rather than isolated reports.
4. Testing and optimization are becoming ingrained in marketing organizations through increased investment in testing technology and dedicated teams.
This document outlines 10 key marketing trends for 2017 and ideas for exceeding customer expectations. It discusses how cognitive insights will revolutionize how marketers deepen customer connections and fuel strategic growth by tapping into structured and unstructured data. It also discusses how companies should shift from having a "mobile strategy" to creating an engagement strategy for customers across all channels and devices. The document provides an overview of 10 marketing trends and ideas that marketers can use to better understand customers and provide excellent experiences.
Digital Marketing: Are You Ready to Go Agile?" Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
Digital Marketing: Are You Ready to Go Agile?Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
This document provides an overview of Prudential Retirement's content marketing strategy. It discusses what content marketing is and its benefits over traditional marketing approaches. The document then outlines Prudential's content marketing objectives, including increasing awareness, thought leadership, and engagement. It also discusses targeting customer segments and creating buyer personas. Finally, it proposes initial content topics related to life stages and financial goals.
This document discusses how to structure an agile team for real-time marketing. It recommends teams comprised of "Renaissance junkies" with broad interests and expertise across many areas. Team members should collaborate more tightly throughout the process, with activities blending together and everyone involved in social listening, content development, and engagement. A trial-and-error approach is needed as real-time marketing is still experimental. Teams require flexibility and a willingness to take risks and iterate quickly without attached to single concepts.
The document discusses 20 marketing trends for 2022. Some of the key trends include:
1. Consumer values and expectations have shifted drastically due to the COVID pandemic, requiring brands to strategize and create new strategies to meet these changes.
2. Marketers must focus on building their first-party data strategies and personalizing experiences as third-party cookies are being phased out.
3. Research is becoming more democratized, with insights being generated through collaboration across organizations rather than isolated reports.
4. Testing and optimization are becoming ingrained in marketing organizations through increased investment in testing technology and dedicated teams.
THE COLLAPSE AND REBIRTH OF ADVERTISINGJohn McGarry
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
The document discusses how traditional advertising is becoming ineffective due to changing consumer behaviors and the rapid pace of technological change. Message-centric advertising that interrupts audiences is not as effective as value-centric advertising, which provides people with useful content or experiences that also promote the brand. Successful companies like Netflix, Apple and Kraft are realizing much higher returns by creating valuable content for audiences rather than just messages about their brands. For advertising to be effective in the future, it needs to shift from a focus on messages to delivering real value and utility for people in a way that aligns with brands.
How the crumbling foundation of the advertising industry as we know it is making way for a new, more valuable one.
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
Marketing is often not properly understood yet it is critical to every business. In this slideshare, Marketing Minds covers the following:
* Explains what is marketing in the simplest form
* Explains the difference between marketing and sales
* Biggest challenges that has changed marketing
* How these changes are predicted to affect business including marketing trends and predictions.
The consumerization of B2B technology is dramatically changing how decision-makers research, discover and engage with peers in their journey. During this keynote presentation, author, digital anthropologist and Altimeter Group principal analyst Brian Solis, will uncover the innovative strategies B2B brands are implementing to better adapt to the increasingly complex and cross-channel decision-making experience. Using his own research, analysis and experience with B2B companies as a baseline, Brian will share his perspectives and real life examples of how B2B brands can:
-Understand new disruptions in the modern decision-making journey
-Humanize the B2B buying experience using more emotive and personalized approaches
-How information and peer-insights have evolved in key touch-points
-Help buyers manage risk in the selection process
The document discusses various aspects of digital and social media marketing. It covers topics like acquiring and engaging users through different digital channels including search engine marketing, mobile marketing, video marketing and social media marketing. It provides details on digital acquisition, effective customer acquisition processes for online businesses, and how to develop a digital acquisition strategy. It also discusses understanding the relationship between content and branding and its impact on sales. Finally, it covers topics like mobile marketing, video marketing and types of marketing videos.
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingJomer Gregorio
Ready to ride the wave of viral success in 2024? Our latest presentation spills the secrets on how to elevate your business through social media marketing. Here are practical tips and strategies that will set your brand on fire. Click below to catch the viral vibes now! #SocialMediaMarketing #BusinessSuccess #ViralMarketing
Full blog here - https://digitalmarketingphilippines.com/viral-vibes-in-2024-how-to-elevate-your-business-social-media-marketing-infographic/
The Power of Influencer Marketing How to Harness the Influence for Your Busin...SEOHabibi
In the ever-evolving landscape of digital marketing, the phenomenon of influencer marketing has emerged as a formidable force, redefining the way brands connect with their audiences. At its core, influencer marketing harnesses the inherent power of relatability and authenticity, leveraging individuals who have established trust and credibility within specific niches or communities. This dynamic approach transforms traditional advertising narratives, replacing them with genuine and personal endorsements that resonate deeply with consumers.
1. Use clear messaging tailored to specific events and audiences. Update materials for different markets and attendees.
2. Invite existing customers to events to strengthen relationships and opportunities for follow-up business. Customers may bring new contacts.
3. Connect marketing efforts to sales data to understand impact and inform future strategies. Analyze customer behavior changes over time to maximize impact before losing customers to competitors.
Digital marketing
Traditional public relations firms have begun to adapt and rethink their marketing strategies in response to the emergence of new digital communication tools in order to meet the evolving requirements of their clients. Digitalization accounts for 80% of PR marketing today. Companies are reinventing their
Digital marketing
Traditional public relations firms have begun to adapt and rethink their marketing strategies in response to the emergence of new digital communication tools in order to meet the evolving requirements of
Top Social Selling Tools For Your Business In 2024.pdfCiente
Brands tap into Gen-Z’s world by leveraging social media. But it’s the social selling tools that transform this digital engagement into real-world revenue.
6 Reasons to Boost Up Business in Digital marketing9 series
Marketing has made considerable progress from the meeting rooms and it’s significantly more entertaining to play in the advanced advertising space than it’s ever been before.
This document discusses how data science can help solve problems in marketing. It provides examples of common marketing problems such as customer segmentation, predictive modeling, personalization, optimization, and A/B testing. It then explains how data science techniques like analyzing customer data can help companies develop more effective marketing strategies by providing insights into customer behavior and preferences. Specifically, data science allows companies to identify customer segments, predict future behaviors, deliver personalized messages, maximize marketing efforts, and test strategies. Overall, the document argues that data science is a useful tool for marketing because it can help companies make more informed decisions by analyzing customer data.
This document discusses branding and the branding process. It defines branding as the complete experience between a product/company and its consumers. When done effectively, branding builds loyalty and community. The branding process is a collaboration between agencies and clients and incorporates various communication, design, and marketing disciplines. It involves five key steps: positioning, perception, value, content, and sales. Each step is supported by specific branding practice areas like messaging, design, public relations, social media, and marketing.
1) Sandra Zoratti advises marketers to focus on the quality rather than quantity of customer engagements. Metrics like customer loyalty, churn rate, and time spent consuming content provide better insights than volume metrics.
2) Understanding the entire customer journey across multiple channels is important for evaluating effectiveness and building loyalty. No single channel tells the full story.
3) Emotional attention metrics that measure customer behaviors and outcomes, like content consumption leading to further engagement, provide meaningful insights for marketers. The ultimate goals are increasing revenue from new and existing customers.
The Ultimate Guide to Social Media Advertising Platforms.pdfSocially Savvy
As the digital realm continues to shape the way we interact, conduct business, and share information, social media platforms have become a bustling marketplace for marketers and businesses seeking to establish a formidable online presence. This guide aims to unravel the intricacies of social media advertising, demystify the vast array of platforms available, and equip you with the knowledge and strategies needed to harness their potential to drive success.
Whether you're a marketing professional, an entrepreneur, or someone simply curious about the digital advertising universe, this guide will provide insights and actionable tips to help you make informed decisions and create effective social media advertising campaigns. From the giants like Facebook and Instagram to the rising stars like TikTok, we'll explore the strengths, nuances, and opportunities presented by each platform.
We'll delve into the mechanics of ad creation, targeting, and optimization, unravel the latest trends in the world of social media advertising, and address the challenges that marketers face in this fast-paced environment. Our goal is to empower you with the knowledge to not only survive but thrive in the ever-shifting sands of social media advertising.
The creative process for programmatic: A guide for marketersIAB Europe
Brands can find more success with programmatic if they build their creative strategy using the data from their programmatic campaigns. This guide helps marketers and agencies understand how to connect the dots between data and creative, and equips them with a 5-phase framework to make this a reality in their next campaign.
Conversational agents, or chatbots, are increasingly used to access all sorts of services using natural language. While open-domain chatbots - like ChatGPT - can converse on any topic, task-oriented chatbots - the focus of this paper - are designed for specific tasks, like booking a flight, obtaining customer support, or setting an appointment. Like any other software, task-oriented chatbots need to be properly tested, usually by defining and executing test scenarios (i.e., sequences of user-chatbot interactions). However, there is currently a lack of methods to quantify the completeness and strength of such test scenarios, which can lead to low-quality tests, and hence to buggy chatbots.
To fill this gap, we propose adapting mutation testing (MuT) for task-oriented chatbots. To this end, we introduce a set of mutation operators that emulate faults in chatbot designs, an architecture that enables MuT on chatbots built using heterogeneous technologies, and a practical realisation as an Eclipse plugin. Moreover, we evaluate the applicability, effectiveness and efficiency of our approach on open-source chatbots, with promising results.
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THE COLLAPSE AND REBIRTH OF ADVERTISINGJohn McGarry
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
The document discusses how traditional advertising is becoming ineffective due to changing consumer behaviors and the rapid pace of technological change. Message-centric advertising that interrupts audiences is not as effective as value-centric advertising, which provides people with useful content or experiences that also promote the brand. Successful companies like Netflix, Apple and Kraft are realizing much higher returns by creating valuable content for audiences rather than just messages about their brands. For advertising to be effective in the future, it needs to shift from a focus on messages to delivering real value and utility for people in a way that aligns with brands.
How the crumbling foundation of the advertising industry as we know it is making way for a new, more valuable one.
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
Marketing is often not properly understood yet it is critical to every business. In this slideshare, Marketing Minds covers the following:
* Explains what is marketing in the simplest form
* Explains the difference between marketing and sales
* Biggest challenges that has changed marketing
* How these changes are predicted to affect business including marketing trends and predictions.
The consumerization of B2B technology is dramatically changing how decision-makers research, discover and engage with peers in their journey. During this keynote presentation, author, digital anthropologist and Altimeter Group principal analyst Brian Solis, will uncover the innovative strategies B2B brands are implementing to better adapt to the increasingly complex and cross-channel decision-making experience. Using his own research, analysis and experience with B2B companies as a baseline, Brian will share his perspectives and real life examples of how B2B brands can:
-Understand new disruptions in the modern decision-making journey
-Humanize the B2B buying experience using more emotive and personalized approaches
-How information and peer-insights have evolved in key touch-points
-Help buyers manage risk in the selection process
The document discusses various aspects of digital and social media marketing. It covers topics like acquiring and engaging users through different digital channels including search engine marketing, mobile marketing, video marketing and social media marketing. It provides details on digital acquisition, effective customer acquisition processes for online businesses, and how to develop a digital acquisition strategy. It also discusses understanding the relationship between content and branding and its impact on sales. Finally, it covers topics like mobile marketing, video marketing and types of marketing videos.
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingJomer Gregorio
Ready to ride the wave of viral success in 2024? Our latest presentation spills the secrets on how to elevate your business through social media marketing. Here are practical tips and strategies that will set your brand on fire. Click below to catch the viral vibes now! #SocialMediaMarketing #BusinessSuccess #ViralMarketing
Full blog here - https://digitalmarketingphilippines.com/viral-vibes-in-2024-how-to-elevate-your-business-social-media-marketing-infographic/
The Power of Influencer Marketing How to Harness the Influence for Your Busin...SEOHabibi
In the ever-evolving landscape of digital marketing, the phenomenon of influencer marketing has emerged as a formidable force, redefining the way brands connect with their audiences. At its core, influencer marketing harnesses the inherent power of relatability and authenticity, leveraging individuals who have established trust and credibility within specific niches or communities. This dynamic approach transforms traditional advertising narratives, replacing them with genuine and personal endorsements that resonate deeply with consumers.
1. Use clear messaging tailored to specific events and audiences. Update materials for different markets and attendees.
2. Invite existing customers to events to strengthen relationships and opportunities for follow-up business. Customers may bring new contacts.
3. Connect marketing efforts to sales data to understand impact and inform future strategies. Analyze customer behavior changes over time to maximize impact before losing customers to competitors.
Digital marketing
Traditional public relations firms have begun to adapt and rethink their marketing strategies in response to the emergence of new digital communication tools in order to meet the evolving requirements of their clients. Digitalization accounts for 80% of PR marketing today. Companies are reinventing their
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Marketing has made considerable progress from the meeting rooms and it’s significantly more entertaining to play in the advanced advertising space than it’s ever been before.
This document discusses how data science can help solve problems in marketing. It provides examples of common marketing problems such as customer segmentation, predictive modeling, personalization, optimization, and A/B testing. It then explains how data science techniques like analyzing customer data can help companies develop more effective marketing strategies by providing insights into customer behavior and preferences. Specifically, data science allows companies to identify customer segments, predict future behaviors, deliver personalized messages, maximize marketing efforts, and test strategies. Overall, the document argues that data science is a useful tool for marketing because it can help companies make more informed decisions by analyzing customer data.
This document discusses branding and the branding process. It defines branding as the complete experience between a product/company and its consumers. When done effectively, branding builds loyalty and community. The branding process is a collaboration between agencies and clients and incorporates various communication, design, and marketing disciplines. It involves five key steps: positioning, perception, value, content, and sales. Each step is supported by specific branding practice areas like messaging, design, public relations, social media, and marketing.
1) Sandra Zoratti advises marketers to focus on the quality rather than quantity of customer engagements. Metrics like customer loyalty, churn rate, and time spent consuming content provide better insights than volume metrics.
2) Understanding the entire customer journey across multiple channels is important for evaluating effectiveness and building loyalty. No single channel tells the full story.
3) Emotional attention metrics that measure customer behaviors and outcomes, like content consumption leading to further engagement, provide meaningful insights for marketers. The ultimate goals are increasing revenue from new and existing customers.
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Whether you're a marketing professional, an entrepreneur, or someone simply curious about the digital advertising universe, this guide will provide insights and actionable tips to help you make informed decisions and create effective social media advertising campaigns. From the giants like Facebook and Instagram to the rising stars like TikTok, we'll explore the strengths, nuances, and opportunities presented by each platform.
We'll delve into the mechanics of ad creation, targeting, and optimization, unravel the latest trends in the world of social media advertising, and address the challenges that marketers face in this fast-paced environment. Our goal is to empower you with the knowledge to not only survive but thrive in the ever-shifting sands of social media advertising.
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Conversational agents, or chatbots, are increasingly used to access all sorts of services using natural language. While open-domain chatbots - like ChatGPT - can converse on any topic, task-oriented chatbots - the focus of this paper - are designed for specific tasks, like booking a flight, obtaining customer support, or setting an appointment. Like any other software, task-oriented chatbots need to be properly tested, usually by defining and executing test scenarios (i.e., sequences of user-chatbot interactions). However, there is currently a lack of methods to quantify the completeness and strength of such test scenarios, which can lead to low-quality tests, and hence to buggy chatbots.
To fill this gap, we propose adapting mutation testing (MuT) for task-oriented chatbots. To this end, we introduce a set of mutation operators that emulate faults in chatbot designs, an architecture that enables MuT on chatbots built using heterogeneous technologies, and a practical realisation as an Eclipse plugin. Moreover, we evaluate the applicability, effectiveness and efficiency of our approach on open-source chatbots, with promising results.
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Accelerating the app creation process, saving time and effort
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Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-and-domino-license-cost-reduction-in-the-world-of-dlau/
The introduction of DLAU and the CCB & CCX licensing model caused quite a stir in the HCL community. As a Notes and Domino customer, you may have faced challenges with unexpected user counts and license costs. You probably have questions on how this new licensing approach works and how to benefit from it. Most importantly, you likely have budget constraints and want to save money where possible. Don’t worry, we can help with all of this!
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DLAU und die Lizenzen nach dem CCB- und CCX-Modell sind für viele in der HCL-Community seit letztem Jahr ein heißes Thema. Als Notes- oder Domino-Kunde haben Sie vielleicht mit unerwartet hohen Benutzerzahlen und Lizenzgebühren zu kämpfen. Sie fragen sich vielleicht, wie diese neue Art der Lizenzierung funktioniert und welchen Nutzen sie Ihnen bringt. Vor allem wollen Sie sicherlich Ihr Budget einhalten und Kosten sparen, wo immer möglich. Das verstehen wir und wir möchten Ihnen dabei helfen!
Wir erklären Ihnen, wie Sie häufige Konfigurationsprobleme lösen können, die dazu führen können, dass mehr Benutzer gezählt werden als nötig, und wie Sie überflüssige oder ungenutzte Konten identifizieren und entfernen können, um Geld zu sparen. Es gibt auch einige Ansätze, die zu unnötigen Ausgaben führen können, z. B. wenn ein Personendokument anstelle eines Mail-Ins für geteilte Mailboxen verwendet wird. Wir zeigen Ihnen solche Fälle und deren Lösungen. Und natürlich erklären wir Ihnen das neue Lizenzmodell.
Nehmen Sie an diesem Webinar teil, bei dem HCL-Ambassador Marc Thomas und Gastredner Franz Walder Ihnen diese neue Welt näherbringen. Es vermittelt Ihnen die Tools und das Know-how, um den Überblick zu bewahren. Sie werden in der Lage sein, Ihre Kosten durch eine optimierte Domino-Konfiguration zu reduzieren und auch in Zukunft gering zu halten.
Diese Themen werden behandelt
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- Wie funktionieren CCB- und CCX-Lizenzen wirklich?
- Verstehen des DLAU-Tools und wie man es am besten nutzt
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Taking AI to the Next Level in Manufacturing.pdfssuserfac0301
Read Taking AI to the Next Level in Manufacturing to gain insights on AI adoption in the manufacturing industry, such as:
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Driving Business Innovation: Latest Generative AI Advancements & Success Story
Accenture-ME-Issue4-Interactive-PDF-Download.pdf
1. Issue #4
M&E Spotlight
Trends and insights shaping the
world of Media & Entertainment
Issue 4:
Optimize for
time spent
Part of
Accenture’s
continuing Media
& Entertainment
Trends series
Part of The Future of Marketing series
Measure
engagement
Target best-fit
acquisitions
Rewire for continuous
experimentation
Benefits
for marketing team
& overall company
2. We’ve lived—and are still living—through a time of
profound change to everyday existence. As a result,
viewer’s motivations and their expectations of what a
great entertainment experience should be like are
shifting more than we’ve seen at any other time in history.
But just as the race to keep up with changed customers is
accelerating, marketers are tapped out. Shrinking budgets,
the proliferation of channels to manage, and endless
streams of data to analyze are only adding to the
exhaustion. If marketers can cut away distractions and
busy work to focus on connecting with customers where
they are, though, they can revive—and even thrive.
At times it feels like consumers of media and entertainment
are evolving faster than any other, driving CMOs of these
organizations to be laser focused on their mission to own
“time spent.”
To become the signal in the noise, media and
entertainment marketers will need to deliver
the most-engaging content through an
enjoyable platform experience across all
channels 24 hours a day.
THE FUTURE OF MARKETING IN MEDIA 2
3. The Thriver difference:
We’ve identified five areas of focus for media
marketing leaders seeking to dive into the
future of marketing:
Rediscover your purpose
Embrace dynamism
THE FUTURE OF MARKETING IN MEDIA 3
Connect the fragmented experience
Focus on customer lifetime value
Optimize for time spent
4. Optimize for
time spent
With access to more content than ever before,
consumers are picking winners and losers by
allocating eyeshare to their preferred platforms.
For years, digital natives have measured success
against time spent on their platforms. Legacy
media companies often lag behind, measuring
success against title profitability.
To win the competition for consumer eyeshare,
they must close this gap by offering zeitgeist-
driving content through an easy-to-use platform
that operates smoothly on all consumer devices
and across global markets.
THE FUTURE OF MARKETING IN MEDIA 4
5. Where to start?
01. Measure engagement
As marketers, we absolutely need to understand our customers
on a deeper level and the larger contexts they care about.
This requires a combination of human and machine ingenuity.
Capture, consolidate, and analyze customer engagement data
to identify which titles drive the highest levels of engagement
across the library.
The reality is that as people’s mindsets and viewing patterns
transform, marketing must follow. To reach people where
they are, marketers must deeply understand new customer
motivations and expectations and respond to them. If they
don’t, people will vote with their eyes, choosing to “change the
channel” to someone who better aligns with their new values.
91% of Thrivers
believe that customers’
behaviors are changing
faster than ever.
THE FUTURE OF MARKETING IN MEDIA 5
6. Walt Disney Studios’ StudioLAB and
Accenture create digital twinning tools
to support the next generation
of filmmaking.
The next generation of filmmaking requires
innovative storytellers and cutting-edge
technology. That’s why the Walt Disney Studio’s
StudioLAB, an advanced division for creative
technologies, partnered with Accenture to
help advance its pre-production processes and
collaboration.
Together, we produced new digital twinning tools
that allow the studio to recreate physical sets,
spaces and props virtually in just minutes, so the
magic can happen wherever creativity sparks.
Empowering film creatives
with digital twins
SPOTLIGHT
THE FUTURE OF MARKETING IN MEDIA 6
Learn more
7. 02. Target best-fit acquisitions
Use customer data to identify acquisition targets,
expanding the content library to close weak spots
and double down on what already works.
Thrivers have implemented AI at far higher rates.
This enables them to quickly localize and personalize
content and campaigns with its ability to predict customer
intents based on each customer’s profile, behavioral and
contextual data. Then they design experiences and offers
around these intents. In addition to that, AI can help
predict the additional content that will aid in cementing
engagement.
The goal is to discover—and then deliver messages,
content and experiences that are relevant to customers’
“right-now” needs.
Media & Entertainment Thrivers do this with a more
adaptive, agile organization that values experimentation
and test-learn-tweak-repeat approaches. They continuously
follow the pulse of customer change, tossing aside the
content that’s not resonating.
THE FUTURE OF MARKETING IN MEDIA 7
8. SPOTLIGHT
Reinvent for growth
Media strategies for an atomized,
multidimensional landscape.
With audience attention atomizing and consumers
signaling that the media landscape is in need of
reimagination, business models are under siege.
With the horizon offering metaverse dreams and
recession woes, the path forward starts with deep
consumer insights from Accenture’s Second
Annual Global Entertainment Study.
We learn that 86% of consumers would be
interested in a single app that can provide all
the services they want on a single platform.
41% say it’s something they’d pay for.
In the full report, explore how the future for
Media & Entertainment companies points to
reimagined entertainment platforms that meet
consumers’ needs for simplicity, customization
and the right mix of varied content and services.
THE FUTURE OF MARKETING IN MEDIA 8
Learn more
9. 03. Rewire for continuous
experimentation
Experiment with gaming, user-uploaded content, and more to see
what brings consumers back to your content time and time again.
Create an environment where all ideas can be considered—and
remember—little ideas are important and can deliver big impact.
Allow for ongoing and rigorous experimentation to easily test
new entertainment ideas to find those to invest in at scale—
ensuring that the organization is change ready by design.
Thrivers understand that connecting with customers in these ways
demands both innovative thinking and implementation at scale.
In fact, Thrivers believe that the chief innovation officer is the
most important executive to collaborate with to impact business
priorities and deliver on brand purpose.
Less than half as many Survivors value this collaboration in the
same way. Moreover, Thrivers view innovative products and
services that sustain growth as a critical success factor—second
only to customer satisfaction. For Survivors, innovation is well
down the list of marketing’s success measures.
Compared to Survivors,
Thrivers are 40% more likely
to rank innovation and
originality as an important
future skill.
THE FUTURE OF MARKETING IN MEDIA 9
10. Interacting with users in new and unique
ways helped FanDuel better understand
their audience.
To build on the rapid growth from fantasy sports
and sports betting, FanDuel wanted to increase
awareness of its Daily Fantasy Sports and
FanDuel Sportsbook lines of business. Working
with Accenture Song, FanDuel activated a multi-
platform full-funnel strategy with dedicated
budgets for user acquisition, retention, and
reactivation.
With Accenture Song’s help, FanDuel has engaged
with a wider fan base on social media, helping
them connect with other players and “get in the
game” with insights into favored teams. That’s
helped FanDuel scale seamlessly into new markets
in North America and maximize user engagement
as they grow.
A play-by-play strategy to
drive maximum engagement
SPOTLIGHT
THE FUTURE OF MARKETING IN MEDIA 10
11. Benefits to media companies
Accelerated growth
History has shown that
subscriber counts grow rapidly
each time a platform releases
a ‘zeitgeist-provoking’ piece of
content.
Increased pricing
power
Engaged customers are
willing to absorb price
increases, add additional
services, and purchase
third-party add-ons through
a preferred platform.
Improved return on
investments
Customer engagement is the
best predictor of retention.
Releasing content that
optimizes time spent reinforces
the virtuous cycle.
THE FUTURE OF MARKETING IN MEDIA 11
12. About the authors
John Peters
Managing Director & Lead,
Media & Entertainment
John supports growth strategy and
technology-led innovation across
distribution, digital supply chain,
finance, marketing and production.
Greg Jensen
Managing Director,
Media & Entertainment
For over 10 years, Greg has helped
many of the world’s most-recognized
media brands imagine and deliver
transformational business results.
Sarah Alebachew
Senior Manager,
Media & Entertainment
Sarah helps clients across the media
and entertainment industry develop
world-class experiences and solve
complex business challenges.
THE FUTURE OF MARKETING IN MEDIA 12
john.s.peters@accenture.com greg.jensen@accenture.com sarah.alebachew@accenture.com