Marketing has lost its way, it has lost strategic ownership, it lost the 4ps and 4cs and has an identity battle. Marketing needs to take back the strategic ownership of the pricing and the product direction before Growth or Experience consumes it. Take a journey with Jeff the CMO on where tactics and channels took over and where Jeff and other CMO's need to go to and get to ASAP
The evolution of crowdfunding and crowdsourcing fundsDanny Denhard
Crowdfunding has evolved in recent years, not only for people wanting to kickstart their business or connect with potential investor but those who want help with health and medical related causes, how people want to save the local business, or invest or donate their hard earned funds to a worthy cause
19 plus tips from 19 years in marketing, growth, innovation and techDanny Denhard
Here is my deck presented at Digital Transformation conference in Manchester. I cover 19+ tips I have learnt in 19 years in marketing, growth, innovation and technology roles. I cover:
- What to do and what not to do
- The things you have to ignore
- How tech has developed a repellent for common sense
- Your productivity time is essential
- Frameworks can help you develop, how flexibility within frameworks can help develop your team and you as a manager
- And how culture and age are vital parts for you and your team to succeed
Everyone needs to come back stronger. Marketing and marketing budgets will be challenged or removed, here are a number of actionable ways to put your brand front and centre to drive business change for short and long term success.
27 Learnings From Leading A Marketplace Business - FocusDanny Denhard
Here are 27 learnings I had from running a marketplace business for four years with over £220 million raised from 7 million transactions / donation from consumers. Learnings include product: easy to learn, easy to use, easy to share. Always put community & customer first & People always need people & people give to people 24 more learnings and tips
Marketing Innovation 2018 - Using Data To Change Thousands Of LivesDanny Denhard
I spoke at the Digital marketing innovation summit back in October 2018, here is my look at how you could leverage marketing and data to positively change thousands of lives. It is how many brands use USP's and design tactics to wow and keep delighting their users. It includes how the team and I make small changes and use true growth mindset to make real impact
Beyond spray and pray social media marketingDanny Denhard
Ever wondered why your social media channels struggle or considered why other companies do better than you? It's because they understand algorithms, they mix up their content sharing strategy and don't just push to their website. In this deck it highlights what you should be doing on social media, a huge number of stats to help you unpick different social platforms and inspire you to create a better social media and dark social media strategy. Presentation is from the meltwater #OutsideInsight event September 2017
10 Steps for Putting Social Media Strategy into ActionJim HAYSOM
10 Steps for Putting Social Media Strategy into Action
This presentation provides 10 steps for putting social media strategy into action, that brands, businesses and retailers can take-away and readily implement on return to their businesses.
From content to engagement, most car retailers would benefit from further improving their social media strategy. Auto Trader highlights automotive retail social media examples and explains how one particular dealer, quite simply, hit the nail on the head.
These slides were presented at SAScon 2014 (Search, Analytics, Social Media) Conference on the 6 June 2014 by Jim Haysom, Business Development Director, Auto Trader and Ian Pollard, Senior Digital Strategy & Solutions Manager, Auto Trader. Auto Trader specialises in digital marketing solutions for the automotive industry.
Follow Jim Haysom on Twitter @jimhaysom
Follow Ian Pollard on Twitter @ian_pollard
Social Media Marketing for Real Estate Agents: 21 TipsWishpond
Are you a real estate agent? Does social media scare you?
Realtors are some of the best marketers in an offline person-to-person environment. You’re incredibly brilliant at getting to know your clients on a very personal level, getting involved in your community, and connecting with your local market.
What you’re not very good at is applying this to your social media. (Well, most of you aren’t!)
You need to think of social online like you do social offline!
Social media provides a way to further connect with your local clients and groups. Social can build trust, and spread your marketing through friends of friends. But how do you do it?
In this presentation, I’ll give you tips for Facebook, Twitter and Pinterest (and a few more) on how real estate agents can use them for social media marketing.
Read more at: blog.wishpond.com
The evolution of crowdfunding and crowdsourcing fundsDanny Denhard
Crowdfunding has evolved in recent years, not only for people wanting to kickstart their business or connect with potential investor but those who want help with health and medical related causes, how people want to save the local business, or invest or donate their hard earned funds to a worthy cause
19 plus tips from 19 years in marketing, growth, innovation and techDanny Denhard
Here is my deck presented at Digital Transformation conference in Manchester. I cover 19+ tips I have learnt in 19 years in marketing, growth, innovation and technology roles. I cover:
- What to do and what not to do
- The things you have to ignore
- How tech has developed a repellent for common sense
- Your productivity time is essential
- Frameworks can help you develop, how flexibility within frameworks can help develop your team and you as a manager
- And how culture and age are vital parts for you and your team to succeed
Everyone needs to come back stronger. Marketing and marketing budgets will be challenged or removed, here are a number of actionable ways to put your brand front and centre to drive business change for short and long term success.
27 Learnings From Leading A Marketplace Business - FocusDanny Denhard
Here are 27 learnings I had from running a marketplace business for four years with over £220 million raised from 7 million transactions / donation from consumers. Learnings include product: easy to learn, easy to use, easy to share. Always put community & customer first & People always need people & people give to people 24 more learnings and tips
Marketing Innovation 2018 - Using Data To Change Thousands Of LivesDanny Denhard
I spoke at the Digital marketing innovation summit back in October 2018, here is my look at how you could leverage marketing and data to positively change thousands of lives. It is how many brands use USP's and design tactics to wow and keep delighting their users. It includes how the team and I make small changes and use true growth mindset to make real impact
Beyond spray and pray social media marketingDanny Denhard
Ever wondered why your social media channels struggle or considered why other companies do better than you? It's because they understand algorithms, they mix up their content sharing strategy and don't just push to their website. In this deck it highlights what you should be doing on social media, a huge number of stats to help you unpick different social platforms and inspire you to create a better social media and dark social media strategy. Presentation is from the meltwater #OutsideInsight event September 2017
10 Steps for Putting Social Media Strategy into ActionJim HAYSOM
10 Steps for Putting Social Media Strategy into Action
This presentation provides 10 steps for putting social media strategy into action, that brands, businesses and retailers can take-away and readily implement on return to their businesses.
From content to engagement, most car retailers would benefit from further improving their social media strategy. Auto Trader highlights automotive retail social media examples and explains how one particular dealer, quite simply, hit the nail on the head.
These slides were presented at SAScon 2014 (Search, Analytics, Social Media) Conference on the 6 June 2014 by Jim Haysom, Business Development Director, Auto Trader and Ian Pollard, Senior Digital Strategy & Solutions Manager, Auto Trader. Auto Trader specialises in digital marketing solutions for the automotive industry.
Follow Jim Haysom on Twitter @jimhaysom
Follow Ian Pollard on Twitter @ian_pollard
Social Media Marketing for Real Estate Agents: 21 TipsWishpond
Are you a real estate agent? Does social media scare you?
Realtors are some of the best marketers in an offline person-to-person environment. You’re incredibly brilliant at getting to know your clients on a very personal level, getting involved in your community, and connecting with your local market.
What you’re not very good at is applying this to your social media. (Well, most of you aren’t!)
You need to think of social online like you do social offline!
Social media provides a way to further connect with your local clients and groups. Social can build trust, and spread your marketing through friends of friends. But how do you do it?
In this presentation, I’ll give you tips for Facebook, Twitter and Pinterest (and a few more) on how real estate agents can use them for social media marketing.
Read more at: blog.wishpond.com
Going the extra mile on social media: moving from 1.0 to 2.0Scopernia
Dado Van Peteghem discusses how organizations can move from social media 1.0 to 2.0 by going the extra mile and fully utilizing its potential. He outlines 10 elements that can help with this transition, including developing a disproportionately relevant content plan, implementing native activations, building communities, and establishing an ambassador strategy. Van Peteghem emphasizes the importance of listening to social media to spot opportunities and being prepared with a social crisis plan. He argues social media is an open market research database that organizations are only tapping into at 10% of its potential.
1) The presentation examines how digital marketing has led many brands to forget the core principles of branding and focus too much on checking boxes of required channels and creating shareable content.
2) While digital has changed marketing, the fundamentals of branding and how people interact with brands emotionally have not changed. Simplicity, emotion, and confidence still resonate with people more than complex messages.
3) Donald Trump's presidential campaign demonstrates how effective branding principles can still be when applied, through messages that are simple, emotional, and confident rather than detailed or fact-based. His success shows these timeless elements should not be overlooked in digital environments.
KnowCrunch - Digital & Social Media Strategy - Team 4Knowcrunch
KnowCrunch graduates of the Professional Diploma in Digital & Social Media in Thessaloniki (May ‘19), worked for a few hours and presented a complete digital & social media marketing strategy for a brand. Learn more about this awesome course: http://bit.ly/2ylPj2p
Utilising social media analytics to drive more targeted marketingJim HAYSOM
Utilising social media analytics to drive more targeted marketing.
This presentation provides 8 key considerations for utilising social media analytics to drive more targeted marketing.
These slides were presented at ad:tech London 2014 Conference on the 22 October 2014 by Jim Haysom, formally Business Development Director of Auto Trader and Jamie Riddell, founder of BirdSong, a world leading pay as you go social analytics tool.
Follow Jim Haysom on Twitter @jimhaysom
Follow Jamie Riddell on Twitter @jamieriddell
CXEdge 2015 Customer Experience & Social - Turning Customers Into Raving FansJim HAYSOM
Customer Experience and Social. #SocialCX: Turning customers into Raving Fans. Success with social media starts with the right content, to the right audience at the right time. This presentation provides considerations, tips and examples of how brands can achieve this.
To deliver an amazing customer experience, you will need to know who your audience is, and get to know them better. You need to create a consistent brand voice across all social channels, and build brand and advocacy with a responsive strategy. By extracting insights and using social and data analytics, brands can ensure they are driving their business goals.
These slides were presented at Marketing Magazine's #CXEdge conference in London on 26 March 2015 by Jim Haysom, a digital professional with over 16 years' experience.
Follow Jim Haysom on Twitter @jimhaysom
The document discusses customer engagement in ecommerce. It defines key concepts like the purchase process, customer journeys, and customer engagement levels. It provides an example persona of Monique and walks through her potential customer journey when purchasing photography equipment. The summary emphasizes defining personas, understanding the customer journey, and facilitating the purchase process to strengthen customer engagement and conversion.
The document discusses how inbound marketing companies solve problems for customers. It focuses on social media, context and delighting customers. Some key points include: using social media to provide value to others rather than just attract attention; listening to customers to understand their needs and solve their problems; creating helpful, relevant and remarkable content that people want; and building relationships through generosity and care rather than just telling and selling. The goal is to create screaming fans rather than just followers by putting the customer first.
Social Influence Marketing at InBound Marketing SummitShiv Singh
The document outlines 5 ideas for social influence marketing:
1. Practice social influence marketing everyday and link it to other marketing efforts.
2. Focus on relationships, including different influencer types.
3. Put the community at the core of the brand by engaging and listening to community members.
4. Retool the marketing department to focus more on customer participation, listening, and designing for social media.
5. Measure key metrics like conversation share, sentiment, and influence to calculate a "SIM score" and tie it to other business metrics.
Fast isn't fast enough. (an e-book written and created in three hours)edward boches
This document summarizes a book written by advertising students at Boston University in three hours. It discusses how the millennial generation has grown up with constant access to information and an ability to share content quickly online. Some key points made include that this generation values concise, impactful communication over fluff. Creativity and collaboration are also necessities for millennials. The workplace constructs of the past are less important than being able to work and connect anywhere. Brands need to offer experiences rather than just advertisements to engage this audience. Social media is how this generation shares events and how future historians will understand it.
Automotive Retail Social Media: Examples & Top 10 TipsJim HAYSOM
Most automotive dealers and car retailers would benefit from further improving their automotive social media marketing strategy. Jim Haysom and Ian Pollard highlight automotive retail social media examples and explain how these particular dealers, quite simply, hit the nail on the head.
Providing dealers with action points which they can take-away and readily implement on their return to their businesses to increase their social media presence, consumer engagement and online community which will ultimately drive more traffic to the showroom.
These slides were presented at the AM Hit for Six Conference on the 19 November 2013 by Jim Haysom, Business Development Director, Trader Media Group and Ian Pollard, Senior Digital Strategy & Solutions Manager, Trader Media Group. RAZSOR is a trading division of Trader Media Group specialising in digital marketing solutions for the automotive industry.
Follow Jim Haysom on Twitter @jimhaysom
Follow Ian Pollard on Twitter @ian_pollard
16 things that Panhandlers can teach us about Content MarketingBrad Farris
Successful panhandling is a lot like content marketing; it's reaching a jaded audience in a saturated market by finding a message that jumps out and moves you to action. This presentation looks at tactics and quotes taken from interviews with panhandlers and street performers and see what we can learn to make our content as effective as their cardboard signs.
This presentation was given at Content Jam 2013 http://www.http://contentjam.com/
Markedu founder, expert marketer Michael Leander presented his marketing keynote "9,5 tips to ROMI in front of the attendees at APPM's 17th National Marketing Congress in Lisbon, Portugal.
The Semana Nacional de Marketing 2015 (National Marketing Congress Portugal) was organized for the 16th time by APPM - Associação Portuguesa dos Profissionais de Marketing.
The document discusses how social media has changed marketing and created opportunities for personal branding. It notes that 20 years ago, marketing involved newspapers and television but today focuses on social media platforms like Twitter, Facebook, and LinkedIn. The document encourages developing a personal brand on these channels, being responsive to customers, positioning oneself as a thought leader, and using one's brand to find or create the perfect job. It presents social media as a great equalizer that allows anyone to build their own future.
Here are a few tips on selling from David Ogilvy and other experts. Can you sell?
Enter the Search for the World's Greatest Salesperson. Deadline May 16, 2010 at youtube.com/ogilvy
Gary Vaynerchuk - The Thank You Economy presentationMatej Michlík
Gary Vaynerchuk argues that businesses must focus on developing deep relationships with customers through social media engagement in what he calls the "Thank You Economy". He emphasizes caring about customers more than profits and using social media as a relationship-building tool, not just a sales channel. Vaynerchuk provides examples of companies like Old Spice and Avaya that have succeeded by engaging authentically with customers on social media, listening to them, and prioritizing the customer experience. He stresses that businesses should establish a culture of caring about customers in order to build loyalty and encourage positive word-of-mouth, which are increasingly important in today's digital landscape where customers have more information and options.
How to Build Campaigns That Win Hearts & AwardsPaper.li
Tweets from our chat with Courtney Smith and the #BizHeroes community on digital campaigns.
We believe that behind every great business stands an even greater community. Join us Tuesdays at 2pm EST for #BizHeroes -- we'd love for you to meet ours.
#BizHeroes is an action-packed hour of power tips and knowledge share, featuring topics suggested by you with guest hosts from the community.
The document is a collection of 63 predictions for content marketing in 2014 from 24 different experts. It discusses trends like content marketing continuing to grow and become integrated into overall marketing plans, the importance of high-quality and personalized content, and the need for content promotion and distribution. Many predictions focus on specific content formats and strategies, such as video, newsrooms, visual storytelling, and global/local approaches, that will become more prevalent. Overall it suggests that in 2014, content marketing will move beyond a buzzword and quality will become more important than quantity for many brands.
To deliver value in today’s business climate and with a new generation of consumers, marketers are increasingly learning that ‘old tricks’ and predictable branding games – might not get the desired impact. Join Nichole Kelly, CEO of Social Media Explorer as she unveils a bold look into how most brand actions can be grouped into 13 'game groups’. These game groups are not all equally well received. Nichole is joined by Pernille Bruun-Jensen, CMO of NetBase, as they review the power of a new Marketing approach that resonates, brought to life through deep dives on brands like:
-Nike
-Mercedes-Benz
-Dollar Shave Club and
-Dyson
Get the tips on how to get your brand ready to win the hearts and minds of today’s consumer – a more savvy consumer than ever.
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing StrategyJulia Grosman
1. The document provides 4 rules for simplifying marketing strategy: put humans first, fall in love with customer problems, see humanity as enduring not a trend, and embrace social evolution.
2. It discusses how brands like Airbnb, AccorHotels, and others focus on human needs like relationships, social belonging, trust, and empathy in their marketing.
3. The key takeaway is that focusing on universal human motivations through listening, relationships, community, and trust will lead to winning marketing strategies, while short-term technology solutions are distracting.
What Part Of The Sales Funnel Is Your Content & Content Marketing - SEO FocusDanny Denhard
Danny Denhard discusses different types of content marketing and where they fit in the sales funnel. There are three main types: 1) brand-led content to build awareness, 2) content to help with search engine optimization, and 3) optimized content directly driving leads and sales. Brand-led content belongs early in the funnel, while optimized content belongs later by directly influencing purchases. Denhard argues that content marketing should be used strategically depending on the business and where it fits within the awareness-consideration-purchase process.
Going the extra mile on social media: moving from 1.0 to 2.0Scopernia
Dado Van Peteghem discusses how organizations can move from social media 1.0 to 2.0 by going the extra mile and fully utilizing its potential. He outlines 10 elements that can help with this transition, including developing a disproportionately relevant content plan, implementing native activations, building communities, and establishing an ambassador strategy. Van Peteghem emphasizes the importance of listening to social media to spot opportunities and being prepared with a social crisis plan. He argues social media is an open market research database that organizations are only tapping into at 10% of its potential.
1) The presentation examines how digital marketing has led many brands to forget the core principles of branding and focus too much on checking boxes of required channels and creating shareable content.
2) While digital has changed marketing, the fundamentals of branding and how people interact with brands emotionally have not changed. Simplicity, emotion, and confidence still resonate with people more than complex messages.
3) Donald Trump's presidential campaign demonstrates how effective branding principles can still be when applied, through messages that are simple, emotional, and confident rather than detailed or fact-based. His success shows these timeless elements should not be overlooked in digital environments.
KnowCrunch - Digital & Social Media Strategy - Team 4Knowcrunch
KnowCrunch graduates of the Professional Diploma in Digital & Social Media in Thessaloniki (May ‘19), worked for a few hours and presented a complete digital & social media marketing strategy for a brand. Learn more about this awesome course: http://bit.ly/2ylPj2p
Utilising social media analytics to drive more targeted marketingJim HAYSOM
Utilising social media analytics to drive more targeted marketing.
This presentation provides 8 key considerations for utilising social media analytics to drive more targeted marketing.
These slides were presented at ad:tech London 2014 Conference on the 22 October 2014 by Jim Haysom, formally Business Development Director of Auto Trader and Jamie Riddell, founder of BirdSong, a world leading pay as you go social analytics tool.
Follow Jim Haysom on Twitter @jimhaysom
Follow Jamie Riddell on Twitter @jamieriddell
CXEdge 2015 Customer Experience & Social - Turning Customers Into Raving FansJim HAYSOM
Customer Experience and Social. #SocialCX: Turning customers into Raving Fans. Success with social media starts with the right content, to the right audience at the right time. This presentation provides considerations, tips and examples of how brands can achieve this.
To deliver an amazing customer experience, you will need to know who your audience is, and get to know them better. You need to create a consistent brand voice across all social channels, and build brand and advocacy with a responsive strategy. By extracting insights and using social and data analytics, brands can ensure they are driving their business goals.
These slides were presented at Marketing Magazine's #CXEdge conference in London on 26 March 2015 by Jim Haysom, a digital professional with over 16 years' experience.
Follow Jim Haysom on Twitter @jimhaysom
The document discusses customer engagement in ecommerce. It defines key concepts like the purchase process, customer journeys, and customer engagement levels. It provides an example persona of Monique and walks through her potential customer journey when purchasing photography equipment. The summary emphasizes defining personas, understanding the customer journey, and facilitating the purchase process to strengthen customer engagement and conversion.
The document discusses how inbound marketing companies solve problems for customers. It focuses on social media, context and delighting customers. Some key points include: using social media to provide value to others rather than just attract attention; listening to customers to understand their needs and solve their problems; creating helpful, relevant and remarkable content that people want; and building relationships through generosity and care rather than just telling and selling. The goal is to create screaming fans rather than just followers by putting the customer first.
Social Influence Marketing at InBound Marketing SummitShiv Singh
The document outlines 5 ideas for social influence marketing:
1. Practice social influence marketing everyday and link it to other marketing efforts.
2. Focus on relationships, including different influencer types.
3. Put the community at the core of the brand by engaging and listening to community members.
4. Retool the marketing department to focus more on customer participation, listening, and designing for social media.
5. Measure key metrics like conversation share, sentiment, and influence to calculate a "SIM score" and tie it to other business metrics.
Fast isn't fast enough. (an e-book written and created in three hours)edward boches
This document summarizes a book written by advertising students at Boston University in three hours. It discusses how the millennial generation has grown up with constant access to information and an ability to share content quickly online. Some key points made include that this generation values concise, impactful communication over fluff. Creativity and collaboration are also necessities for millennials. The workplace constructs of the past are less important than being able to work and connect anywhere. Brands need to offer experiences rather than just advertisements to engage this audience. Social media is how this generation shares events and how future historians will understand it.
Automotive Retail Social Media: Examples & Top 10 TipsJim HAYSOM
Most automotive dealers and car retailers would benefit from further improving their automotive social media marketing strategy. Jim Haysom and Ian Pollard highlight automotive retail social media examples and explain how these particular dealers, quite simply, hit the nail on the head.
Providing dealers with action points which they can take-away and readily implement on their return to their businesses to increase their social media presence, consumer engagement and online community which will ultimately drive more traffic to the showroom.
These slides were presented at the AM Hit for Six Conference on the 19 November 2013 by Jim Haysom, Business Development Director, Trader Media Group and Ian Pollard, Senior Digital Strategy & Solutions Manager, Trader Media Group. RAZSOR is a trading division of Trader Media Group specialising in digital marketing solutions for the automotive industry.
Follow Jim Haysom on Twitter @jimhaysom
Follow Ian Pollard on Twitter @ian_pollard
16 things that Panhandlers can teach us about Content MarketingBrad Farris
Successful panhandling is a lot like content marketing; it's reaching a jaded audience in a saturated market by finding a message that jumps out and moves you to action. This presentation looks at tactics and quotes taken from interviews with panhandlers and street performers and see what we can learn to make our content as effective as their cardboard signs.
This presentation was given at Content Jam 2013 http://www.http://contentjam.com/
Markedu founder, expert marketer Michael Leander presented his marketing keynote "9,5 tips to ROMI in front of the attendees at APPM's 17th National Marketing Congress in Lisbon, Portugal.
The Semana Nacional de Marketing 2015 (National Marketing Congress Portugal) was organized for the 16th time by APPM - Associação Portuguesa dos Profissionais de Marketing.
The document discusses how social media has changed marketing and created opportunities for personal branding. It notes that 20 years ago, marketing involved newspapers and television but today focuses on social media platforms like Twitter, Facebook, and LinkedIn. The document encourages developing a personal brand on these channels, being responsive to customers, positioning oneself as a thought leader, and using one's brand to find or create the perfect job. It presents social media as a great equalizer that allows anyone to build their own future.
Here are a few tips on selling from David Ogilvy and other experts. Can you sell?
Enter the Search for the World's Greatest Salesperson. Deadline May 16, 2010 at youtube.com/ogilvy
Gary Vaynerchuk - The Thank You Economy presentationMatej Michlík
Gary Vaynerchuk argues that businesses must focus on developing deep relationships with customers through social media engagement in what he calls the "Thank You Economy". He emphasizes caring about customers more than profits and using social media as a relationship-building tool, not just a sales channel. Vaynerchuk provides examples of companies like Old Spice and Avaya that have succeeded by engaging authentically with customers on social media, listening to them, and prioritizing the customer experience. He stresses that businesses should establish a culture of caring about customers in order to build loyalty and encourage positive word-of-mouth, which are increasingly important in today's digital landscape where customers have more information and options.
How to Build Campaigns That Win Hearts & AwardsPaper.li
Tweets from our chat with Courtney Smith and the #BizHeroes community on digital campaigns.
We believe that behind every great business stands an even greater community. Join us Tuesdays at 2pm EST for #BizHeroes -- we'd love for you to meet ours.
#BizHeroes is an action-packed hour of power tips and knowledge share, featuring topics suggested by you with guest hosts from the community.
The document is a collection of 63 predictions for content marketing in 2014 from 24 different experts. It discusses trends like content marketing continuing to grow and become integrated into overall marketing plans, the importance of high-quality and personalized content, and the need for content promotion and distribution. Many predictions focus on specific content formats and strategies, such as video, newsrooms, visual storytelling, and global/local approaches, that will become more prevalent. Overall it suggests that in 2014, content marketing will move beyond a buzzword and quality will become more important than quantity for many brands.
To deliver value in today’s business climate and with a new generation of consumers, marketers are increasingly learning that ‘old tricks’ and predictable branding games – might not get the desired impact. Join Nichole Kelly, CEO of Social Media Explorer as she unveils a bold look into how most brand actions can be grouped into 13 'game groups’. These game groups are not all equally well received. Nichole is joined by Pernille Bruun-Jensen, CMO of NetBase, as they review the power of a new Marketing approach that resonates, brought to life through deep dives on brands like:
-Nike
-Mercedes-Benz
-Dollar Shave Club and
-Dyson
Get the tips on how to get your brand ready to win the hearts and minds of today’s consumer – a more savvy consumer than ever.
Cameron Uganec - Humans First: 4 Rules to Simplify Your Marketing StrategyJulia Grosman
1. The document provides 4 rules for simplifying marketing strategy: put humans first, fall in love with customer problems, see humanity as enduring not a trend, and embrace social evolution.
2. It discusses how brands like Airbnb, AccorHotels, and others focus on human needs like relationships, social belonging, trust, and empathy in their marketing.
3. The key takeaway is that focusing on universal human motivations through listening, relationships, community, and trust will lead to winning marketing strategies, while short-term technology solutions are distracting.
What Part Of The Sales Funnel Is Your Content & Content Marketing - SEO FocusDanny Denhard
Danny Denhard discusses different types of content marketing and where they fit in the sales funnel. There are three main types: 1) brand-led content to build awareness, 2) content to help with search engine optimization, and 3) optimized content directly driving leads and sales. Brand-led content belongs early in the funnel, while optimized content belongs later by directly influencing purchases. Denhard argues that content marketing should be used strategically depending on the business and where it fits within the awareness-consideration-purchase process.
The State Of Organic Search (SEO) Going Into 2015Danny Denhard
2014 has been a turbulent year in SEO, there have been a record number of changes, the SERP’s have changed in every vertical and the most recent updates have been some of the most discussed updates across social media and forums.
The following article asks six questions to some of the best minds in organic marketing and SEO, the article provides insights into what happened in 2014 and what they predict will happen in 2015 including a number of recommendations for you to consider or implement in the coming months.
The article contains views from agency heads, directors / heads of marketing and search departments and freelance consultants.
The document discusses three types of companies in terms of product development: 1) traditional companies with little product modification, 2) trend follower companies that develop products based on market trends, and 3) trend setter companies that invest heavily in research and development to introduce innovative new products. It then introduces The Global View India Inc. as a company providing export/import consultancy and IT services since 1997. The document emphasizes the importance of both strategy and execution for organizations.
5 Ways to Justify your Event Marketing SpendDoubleDutch
Events are often the only way to meet and talk to your customers in person... and that face-to-face interaction is invaluable to your business.
Increasingly, marketers are seeing their event budgets slashed as leadership looks for cheaper, easier-to-measure, and digital channels.
Watch this webinar to learn how to:
1) Use events to reach your entire target audience, at the same time.
2) Nurture relationships, capture new leads, and impact your business.
3) Leverage technology to measure performance and prove ROI.
Defend the spend and demonstrate the value of your events.
Learn more at doubledutch.me
Zipipop Freud Listening in Social Business M-Brain seminarZipipop Freud
Social media monitoring is becoming increasingly important for business: from tracking the impact of marketing campaigns; to discovering crucial questions being asked in social media, so that you can create more effective content; to being responsive when relevant discussions rise up in all media channels. This presentation outlines some key processes you need to start putting in place to ensure your listening efforts are put to best effect.
Business Fundamentals: Introduction to Marketing Danny Chan
The workshop I provided for General Assembly's Business Fundamental Course. The deck provides an introduction to key marketing concepts, a brief introduction into the Inbound Marketing Methodology and covers some actionable takeaways, such as landing page optimization, best blogging practices and some useful anecdotes for those interested in understanding basic marketing principles.
How Ad Tech and Marketing Tech Are Converging and Why It MattersDemandbase
This document discusses the convergence of advertising technology and marketing technology. It describes how major tech companies like Facebook and Twitter have become important distribution channels for digital advertising through mobile platforms. It also discusses how data is enabling cross-channel marketing across different touchpoints like social media, display, mobile, video, search, content marketing and email. Finally, it talks about how major technology companies like Salesforce, Adobe, Oracle and Demandbase provide platforms to integrate customer data and enable predictive, multi-stage marketing across channels.
A new perspective to social media platforms and their best practices that will help you or your brand build social practices. My point of view on how technology plays an important role in reaching people.
Bangladesh Institute of Management (BIM) has a five days short course on Branding titled as 'Brand Management : Incredible Brand Building Strategy'.
Uploaded file is the outline presentation on conducted sessions about below topic;
- Brand Audit
- Big Idea
- Evaluating Advertising
#TMK #BrandMan
#BrandManBangladesh #BrandManagement
#BrandBuilding #BrandAudit
0 to 1: Lessons Learned from a New PM Launching a New ProductCambria Davies
The document describes Cambria Davies' experience launching a new product as a product manager, outlining the process of defining customer problems through interviews, prioritizing solutions, and developing an MVP through defining smaller "cupcake", "birthday cake", and "wedding cake" versions of the product to iteratively build out functionality. The goal was to launch a product that generated revenue and users starting from having no idea, revenue, or users initially.
The document provides guidance for digital training for planners. It discusses how the assumptions and approaches for digital marketing differ from traditional marketing. Digital marketing requires considering the user experience across multiple touchpoints and platforms, and motivating users to engage at each step of the customer journey. It also emphasizes understanding the target audience and framing content in a way that provides value and motivates the desired behaviors.
MIR Interview with Adam Froman, CEO of Delvinia and AskingCanadians™
Is the social media hype about being cool or about making money?
For Adam Froman, the answer is easy: Marketers need to be very clear about how social media activity supports overall business strategy. Only if the digital experience fi ts into the whole customer journey will consumers become engaged and add value to the company … and only then will the social brand become cool.
User psychology and Social Media: triggers that drive conversions by Olga Adr...We Are Marketing
This document contains tips from Olga Andrienko on social media marketing. Some key tips include researching competitors on platforms like LinkedIn and Rival IQ, focusing social media efforts on the best performing content, diversifying content across different platforms, listening to customers and responding to feedback, and using tools to gather data on audiences. The document emphasizes that having great content is not enough - social media efforts also require networking in communities and integrating social media into the overall marketing strategy.
Olga's talk at The Inbounder conference
Triggers that drive conversions on social media.
- Basic principles and latests trends marketers should keep in mind
- Image A/B testing: colours, fonts and text
- Human-to-human interaction and ways to build a community with social media
- Templates, conversation funnel examples and tools to help marketers customise their messages
The document provides guidance on developing an effective social media strategy and practice for clients. It emphasizes focusing on clients' objectives first before developing tactics. Social media should be integrated with traditional marketing and support key goals like increasing sales, customer loyalty, or public relations. The document also outlines services an agency can provide, like social listening, community management, and crisis response. It stresses the importance of measurement by setting targets and defines metrics for each objective.
PR firms need to evolve their social media practices to better serve clients. Simply building social media presences is not enough - agencies must own digital crisis planning, reputation management through monitoring, and training other roles. The key is establishing clear objectives with clients focused on goals like new customers or sales, not just vanity metrics. Agencies should create service strategies around reputation, crisis, and community management tailored to objectives.
The traditional idea of the agency is a relic. The days of clients willing to spend their marketing budget on a "let's throw some creative ideas at the wall and see what sticks" strategy are long gone. Digital has changed the landscape. Clients want predictable and measurable results. And they should. But agencies have been slow to adopt Digital. And by that, I don't mean slow to adopt digital technologies (tactics and executions). I mean slow to adopt the digital culture (collaboration, strategy and planning). And this, friends, is where the tale begins.
I reached out to eight CMO’s, VP’s and Marketing Directors and asked them ten questions to help Marketing Leaders shape your department, to help you to consider what training will be needed for you and your team and what skills and developmental areas are going to be so important to make 2022 successful.
The questions asked:
What was your biggest Marketing lesson from 2021?
What are the most important skills to have for Marketing leaders to succeed in 2022?
Which skills are you looking for your team members to improve in 2022?
What three skills are you going to personally improve in 2022?
Which channel(s) do you expect to explode in popularity and must be used in 2022?
Which brands really impressed you in 2021 and why?
What are your three big Marketing predictions for 2022?
How would you recommend Marketing leaders keep their company up to date with important industry shifts and performance changes?
What is your best piece of advice for Marketing Leaders managing their fellow management team members?
Do you have two pieces of advice that will help Marketing leaders to thrive in 2022?
A huge thanks to John Oberlin-Harris, Sophie Collins, Paul Lewis, Lorna Perrin, Charlotte Rush, Harry Lang, Jess Hall, Nick Bottai
Thanks for reading,
Danny Denhard
Welcome To The Future Of Work - Hybrid Work Danny Denhard
2021 is going to reshape business more than any other year in history, here are predictions of what the future of work will look like, why work from anywhere is going to the major trend for years to come and why brands need to connect physical and mental health. Be inspired by the future work co and their approach to work & find out the software of the future
The Focus 2021 Predictions - The company culture and business performance pre...Danny Denhard
Here are the 2021 focus predictions, focusing in on company culture and business performance. Including Things to tackle: 1. Improving internal communication, 2. Reducing screen time, 3. Teaching where the line between home and work is, 4. Enabling physical and mental health support within your teams. 5. Ability to offer external support and advice when those are struggling with mental health, grief or anxiety from 2020. Look to remove: 1. Zoombie’s aka zoom fatigue, 2. Personal conflict, 3. Reliance on stealing each others time with meetings. 4. Uncertainty for the future.
And 5 questions answered:
Q1. What will be the new role/job created for 2021?
Q2. What will happen in company culture in 2021?
Q3. What hires will be most important for 2021?
Q4. How will the role of the manager change?
Q5. Will businesses return to normal (working in the office)?
Including 10 Quick Fire Tips for 2021
In my second isolated talks, I introduce the concept of the hidden leaders, the leaders hiding in plain sight, the leaders who push and pull your company towards the end goal without any fuss or demand for recognition. Find out if you are a hidden leader. Full video walk through available https://www.youtube.com/watch?v=MK4mPurpuNE
This is a talk for Isolated Talks supporting Samaritans, I am on a mission to fix the broken world of work, we are now too busy, we have too much noise, wearing busy as a badge of honour, too many meetings, too many tools and distractions. Here's how we can fight against these and bad leaders who cannot manage...
Content creation, curation, collaboration opportunities, tips and recommendat...Danny Denhard
It's 2020 and we have never had so many opportunities to create, curate and distribute our amazing rich media content. Here are just a handful of ways you can create and optimise your content and brand to gain traction for the next 12 to 18 months and win 2020 and 2021 by offering amazing content
Marketing with big data and other buzzwords from techbritain17 Danny Denhard
As marketers we have endless potential with big data, personalised data and information our devices provide, in this conference deck I question whether big data and other marketing buzzwords really are more than just buzzwords and try to inspire your next campaign with stats and information.
Do you think things like big data, scarcity and emojis can help your next campaign or company?
Digital transformation - Social Media Strategy for 2017 Danny Denhard
The document discusses many of the challenges facing digital marketers today, including savvy customers with high expectations, lack of customer loyalty, rising customer retention costs, difficulties with attribution and data analysis, and being at the mercy of constantly changing algorithms. It also notes issues like too many content types and platforms to manage, saturated app markets, the rise of ad blockers, an inability to guarantee cross-device tracking, and a digital landscape that is always shifting.
The content wars the real power of UGC #searchleeds Danny Denhard
This is my presentation from the first #searchleeds, covering how the power of UGC is almost always underestimated. I use examples from amazon, the FT, airbnb, gopro, LinkedIn, justgiving & Baidu. I also recommend a number of techniques and formats you can use to fully integrate UGC into your product offering
Untapped Organic Acquisition For 2016 - Talk at Seedcamp deckDanny Denhard
Here is a flash talk I did for Seedcamp on untapped organic acquisition in 2016, including apps reddit, li.st, slideshare, pinterest, twitch.tv and many more
The 6th life changing technology shift deckDanny Denhard
We have lived through 6 major technology shifts, tv to the pc - to the internet - to search and social media to mobile and coming in 2016 VR. We will see the next huge technology shift & this teases you to think about how to leverage it for your business and within your vertical.
This is a flash talk I have gave at a clients and has been amended to slideshare.
Upcoming trends for organic marketing in 2015 From Search London / #searchlondonDanny Denhard
1. 2014 was a year of major changes in digital marketing and technology, including the rise of mobile browsing, Facebook's control of mobile ad revenues, and companies struggling to gain true customer affinity and organic reach.
2. Upcoming trends for 2015 include the growth of voice search with personal assistants like Siri and Cortana, a focus on quality content and technical improvements to websites, and social media becoming more important channels for businesses, particularly Pinterest and Instagram.
3. Key recommendations are to focus on answering users' questions across devices to make their lives easy, become less dependent on Google, and optimize for app stores and the Internet of Things.
Content marketing 2015: Where Industry Minds Predict Where Content Marketing ...Danny Denhard
I hand picked a number of content marketing industry minds a number of Content Marketing questions.
The industry minds included range from founders of agencies, freelance consultants, publishers and directors of departments so this ensures the best answers possible to make it as relevant to you as possible.
The questions are aimed to help you develop your content marketing strategy for 2015 and is aimed for any marketer, SEO execs or anyone planning to market in 2015.
10 questions you should ask yourself & your business before starting content ...Danny Denhard
Here are the 10 questions you should ask yourself and your business before starting a content marketing campaign, the questions are straight forward but many businesses do not ask the right questions internally. This deck will help you ask the right questions before you start planning your next content marketing campaign
Content marketing 2014 - From The Digital Marketing Show Danny Denhard
My thoughts and predictions for content marketing in 2014, including the new sites to look out for and how to get the most out of your content, especially if you are in boring niches or b2b marketing.
Predictions include:
- Image based social media - Imgur, Instagram & Flickr
- Second coming of Tumblr
- Paid niche models - Reddit and StumbleUpon
- The influence of instant messengers and marketing opportunties with whatsapp, Snapchat, Wechat, BBM & Facebook messenger
- Content news readers zite, flipboard, pulse, material, slideshare,
- Home entertainment systems PS4 and Xbox One
This deck includes top content marketing companies including (usual suspects) Red Bull, Coca Cola, TED & Google and the new breed including Nike, LinkedIn & John Lewis.
Content Marketing Cocktail - Do PR, Social, SEO and Content Mix Well? - Linkd...Danny Denhard
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help boost feelings of calmness, happiness and focus.
Pinterest White Paper (Pinterest Specialists Question and Answer)Danny Denhard
The what, the way, the how guide for Pinterest. Tips for beginners, businesses and non profits.
Offers great insight into what makes a great pin, boards and offers real suggestions for success.
Includes question and answers from a journalist, communications director, community managers and company directors.
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
https://instblast.com/instagram/free-instagram-views
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
Why bridging the gap between PR and SEO is the only way forward for PR Profes...Isa Lavs
The lines between PR and SEO are blurring. SEOs are increasingly winning PR briefs by leveraging data and content to secure high-value placements. In this presentation, I explore the merging of PR and SEO, highlighting why SEO specialists are increasingly taking ‘PR’ business. I uncover the hidden SEO potential using PR tactics and discuss how to identify missed opportunities. I'll also offer insights into strategies for converting PR initiatives into successful link-building campaigns.
This document was submitted as part of interview process for Content Strategist position at Viapulsa, an Indonesian tech company which offers service to convert/transfer mobile credits into bank account.
Top 10 Digital Marketing Institute in lucknow.pptxzaireendigitech
Welcome to our ppt on the top 10 digital marketing institutes in Lucknow! If you're looking to enhance your skills in the dynamic field of digital marketing, Lucknow offers several excellent training options. Our curated list highlights the best digital marketing institutes in Lucknow, providing comprehensive courses that cover SEO, social media marketing, PPC, content marketing, and more. These institutes are renowned for their experienced faculty, practical training, and industry-relevant curriculum. Whether you're a beginner or a professional seeking to upgrade your skills, these institutes can help you achieve your career goals in digital marketing.
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxprovidenceadworks416
As a digital marketer, I am thrilled to see Meta revolutionizing product promotion with its new automated video catalog ads. This innovative feature allows anyone to seamlessly integrate dynamic video content into my catalog product ads, enhancing the visual appeal and engagement of campaigns. By leveraging Meta's advanced AI and machine learning capabilities, one can automatically deliver tailored video ads to the most interested users, boosting traffic and conversions. This new approach not only simplifies the ad creation process but also significantly improves performance and ROI.
Digital Marketing Company in India - DIGI BrooksDIGI Brooks
This infographic provides guidance on marketing analytics, helping businesses grow using tools like Google Analytics and AI, measuring ROI, and analysing future trends to track business development.
https://digibrooks.com/digital-marketing-services/
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
6. Agency Do For Me
Agency Think For Me
Huge Gulf & Expense Difference
Output on them
Output on you
// @dannydenhard
A lot of
guess work
Image Source Unsplash
7. Jeff and his team
spends £50million
on Marketing &
Advertising
Image Source // @dannydenhard
19. Image Source // @dannydenhard
Product based companies -
not a huge number of them
need huge marketing
teams
20. “If we don’t [own the long-term vision
strategy] our CEOs will chop away at
our remit, our team and our budgets.
We need to extend our influence on
the Product, on UX, on design, on
delivery and so on.
Marketers need to do what product
teams have had to do for a long time:
bed-in with other departments and
bring them on the journey with you.”
Danny Denhard - April 2019
// @dannydenhard
21. 🙃 Brand as a value 🙂
// @dannydenhard
#RIPTOTHECMO
26. 💭 Thinking & Spending Short
Term ⏱
// @dannydenhard
#RIPTOTHECMO
27. // @dannydenhard
• Tactical
• Channel Based
• Advertising
• Brand building
• Inspiring product
development
• Nudging to respond
• Video
• New channel
• More expensive
testing
Short Term Mid Term Long Term
✅ ❌
1 - 3 Months 3- 9 Months 1 Year PlusActions Tactics Strategy
Marketing Issues
Image Source Unsplash
29. “In the a crowded
marketplace, fitting in is
a failure.
In a busy marketplace,
not standing out is the
same as being invisible."
- Seth Godin
// @dannydenhardImage Source Seth.blog
30. ⚠ Remember User Journey Isn’t
Under Marketing's Stewardship 👈
// @dannydenhard
#RIPTOTHECMO
38. Aware and Compare
Create / Purchase / Use
Active
Success & Reuse
Retention
Upsell
Referral
Cross sell
Consideration
Look Familiar?
// @dannydenhard
39. Create / Purchase / Use
Active
Success
Retention
Upsell Referral
Cross sell
“I think I like these brands, lets think about it”
“Well I have started now, better do the job I want”
I use it, I reuse it,
“That did the job ok, should I bother using them again?”
Consideration
“The product seems about right, I think I know the brand”
Owner: Marketing
Owner: Marketing
Owner: Product
Owner: Marketing
Owner: Product
Owner: Product
Owner:
Product Marketing
Owner:
Product Marketing
// @dannydenhard
Ownership is 🔑
Aware and Compare
40. 📱operates in micro moments
🔰The funnel is ignored - it becomes task oriented
💁Mobile users demand “know me” anywhere, anytime
// @dannydenhard
41. Inactive user 😴
Vs
Re-acquire 💰
Two Real Issues
// @dannydenhard
Jeff which one is it?
Paid for retention
Image Source Unsplash
42. 💬 Marketing should be the strategic part of the
company, involved in the end to end customer
experience.
Pushing the messages, centralising, learning and
evolving the message + the product & the market.
Then bringing in all other departments 💬
My Belief
// @dannydenhard
45. Eras 1700s 1800s 1900s 2000s
Offline & Mass Marketing
Leveraging Movement
Targeted Advertising
Creative Era
Start of contextual ads
Targeting based on habits
Hyper-targeting aka over
personalised 🌍
Magazine & Magazine Ads
Posters & Ads
Billboards
Podcasts
Department Stores - Shop Windows
World Wide Web
Radio Broadcast
Smartphone Launch
Newspapers & Newspaper Ads
Cinema Advertising
Catalogues
TV Broadcast
Cable TV
Commercial Email
Mobile Launch
Train & Tube Ads
Conversation
Whats Next?
Community
// @dannydenhard
Product Placement
Ten year Marketing to
Advertising cycle ♺
18 Months Marketing to
Advertising cycle ♺
46. // @dannydenhard
Product placement has
been a staple since the
1880s & cycles back
around, just look out in
show you watch on
Netflix or in Friends
or Instagram
or YouTube…
Image Sources: Buzzfeed & YouTube
49. Why?
Marketing has & is
hands off.
Community and
conversation is hands
on (and timely)
// @dannydenhard
1-2-1
1-2-Few
1-2-Many✅
❌
😒
50. Why?
⬇ Too many channels
😒 Power shift from Brand to Consumer
💵 Expensive, open, almost transparent
📲 ⬅
// @dannydenhard
51. 29 Years Of
Constant Change
Conversation
Community
// @dannydenhard
OverPersonalisedWorld
52. The over personalisation has forced the me
before the we.
Marketing struggled to be relevant or inspire
with the shift.
// @dannydenhard
53. New Advertising
Western World Order:
Google and Facebook
really did create magic
Google 🔎
- Serve free listings
- Free to search, free to compete
- Create + increase demand
- Buy more keyword
- Buy your own brand terms
- Buy other brands keywords
- Pay to Play
// @dannydenhard
Facebook 👍
- Build organic presence
- Build largest community of real people
- Build your community
- Buy targeting
- Buy better targeting
- Lose your organic brand and reach
- Pay to Play ➡ Pay More
55. Did advertising become the
only way to work out how to
grow faster?
// @dannydenhard
Yes? No?💭 Jeff, what do you think? 💭
56. Creativity
Customer
Happiness
Traditional
Recent Marketing History
Digit
al
Traditional Digital
Traditional Digital
Traditio
nal
Digital
Real Marketing Dark Art’s
Big Bang
Marketing
Targeting everyone
Old School Target the right demo
TV + Untrackable Tracking Everything
Offline Online
Creative +
Trackable
Show Marketing
Messages Constantly
High
Lower
Lowest
Highest
High
High
Lower
Lowest
Late 1990’s
2020
// @dannydenhard
57. Why?
Doing the wrong thing
Saying the wrong thing
Selling the wrong thing
Product being off - poor service
// @dannydenhard
🤔 Jeff how do we defend ourselves against this? 🤔
Brands have never been as dilatable as they are today
58. Amazon have the best PR
strategy:
- Any move is written about
- Anything mentioned is a story
- Example: Drone Delivery
Their Promise:
Customer Centric won out
// @dannydenhard
Thanks to Amazon &
creating
“Prime Expectations”
60. B2B B2C
Product costing (unit economics)
Longer Product development cycle
is acceptable
Simple Product, Easy to use
Product wins
Value exchange essential:
Relationships (trust + influence)
matter greatly
Marketing led for usage and
adoption
Growth comes from sales and
partnerships
Growth comes from usage and
unlocking usage
Predictable Unpredictable - fickle
Limited competitors Huge number of competitors
Long cycle of relationship Short cycle of relationship
Now brought into the org like B2C
software - Slack, Dropbox, Zoom
Harder to get tractions - way more
competition
B2B Leveraging
B2C & Individuals
// @dannydenhard
61. The anytime anywhere
generation.
There are too many channels
and choices for consumers
Social Media is the dopamine
kick in my pocket we craved
The 📲 Kicked
& Killed
Marketing
// @dannydenhard
📱is in micro moments
🔰The funnel is ignored - it becomes
task oriented
💁Mobile users demand know me
anywhere, all the time
⚠ 🚨 WARNING REPETITION ALERT ⚠ 🚨
62. 🙏 Begging To Be Social
Friends
// @dannydenhard
#RIPTOTHECMO
63. 🙃 Craving &
Chasing
Platforms
Users 🙃
Social Network &
Communications
MAU’s
Facebook 2.41B
YouTube 2b
WhatsApp 1.5B
Messenger 1.3B
WeChat 1.1B
Instagram 1B
QQ 807M
LinkedIn 645M
Qzone 553M
TikTok 500M
Sina Weibo 465M
Pinterest 291M
Snapchat 203M
Twitter 139M
F
F
F
F
G
🎵 Jeff why aren’t we viral on Tiktok yet? 🎵
64. 😞 Why Is It Happening? 😞
// @dannydenhard
#RIPTOTHECMO
65. Everyone thinks:
1. Marketing is easy
2. Anyone can do it
- I have this idea
Why is this
happening?
// @dannydenhard
88. The Evolution Of Marketing:
Content
// @dannydenhard
#RIPTOTHECMO
89. Limited Content
Hard to find content
More Niche content
Too Much Content
Pay for all content
All content free
Subscription based content
Paywalled Content
1900’s
Early 2000’s
2005 - 2014
2015 - 2017
2018 to Today
// @dannydenhard
90. Limited Content
Hard to find content
More Niche content
Too Much Content
Pay for all content
All content free
Subscription based content
Paywalled Content
1900’s
Early 2000’s
2005 - 2014
2015 - 2017
2018 to Today
⬅ This is when CMO’s starting having the issue
⬅ Targeting started to get more accurate, demographic based
⬅ Subscription fatigue is coming and will be real // @dannydenhard
91. Inherit content & beliefs
from parents
Newsletters
Forums
Blogs
Read what you can
Social Media
Stories
Newsfeed
The Evolution Of Content
& Reading Habits
Read what you were given
The Internet
The Mobile
Before we were born
Few thought leaders
Unknown thought
Leaders
Topic based
Thought Leaders
Influencers
Algorithmic Thought
Leaders// @dannydenhard
95. Distribution makes the
winner
Great Product does the
Marketing
Trusted Brands release more
Products
Great ProductTimeline of un-Marketing
Great Marketing
Great Brands Win
Low amount of competitors
// @dannydenhard
Great Messaging
More competitors
Price no longer a
differentiation
Pay to play
Tactical over strategic
thinking
Low Price to 0 Everywhere
Sub brands are treated just
as Products
Big brands shift to marketplaces
model & advertising
Cheap targeted
ads
Price of Marketing
increases - Influence decreases
Era: Crisis of confidence
Internet era
Mobile 1st era
Social & Apps
take over
97. @dannydenhard
News
Consumption
Word out mouth
📰 Newspaper
📻 Radio
📺 TV
Internet
Magazines
Forums
Word out mouth
Word out mouth
Apps
SMS
Social Networks
Instant Messengers
Blogs Blogs
Word out mouth
News LettersEmails +
Emails +
VideoYouTube
Before 1998
After 1998
98. @dannydenhard
Entertainment
Pre Internet
📰 Newspaper
📻 Radio
📺 TV
Magazines
Recent Times
Cinema
Books
DVD
On Demand DVD
Blogs
Social Networks
YouTube
Mobile on demand
Podcasts
On Demand Streaming
Theatre
Camera first social media
Created by
millions seen
by few to
multi millions
Highly produced
by few distributed
to many.
Controlled Media
104. 1. Vanity Metrics
2. Not knowing the difference
between actions, tactics &
strategy
3. Having little to no influence over
Product
4. Knowing what activity moved
the needle
5. Not being able to say x = y
6. Letting other business owners
devalue Brand
CMO’s Problem
// @dannydenhard
105. Web Identity - Marketings
Fight 🥊
// @dannydenhard
#RIPTOTHECMO
118. APART FROM FCK KFC
Imagine messing up
logistically this badly and
coming back this strong!
& Offering Beyond Fried
Chicken sold out in 5
hours
@dannydenhard>>>>>>> Image Source: KFC
121. Monzo
That coral card opened up
many wallets (but not as
much money). 💰
👏 TV ads drove close to 1
million card sign ups
Image Source: Monzo // @dannydenhard
122. Peloton
Build an Apple like great
product & a community
to validate fitness & £2k+
spend with SaaS pricing
Image Source: Peloton // @dannydenhard
133. Have no fear!
Here is how marketers will win!
// @dannydenhard
#RIPTOTHECMO
134. H O W Y O U W I L L W I N
The number 1 reason why Marketing teams aren’t getting extra investment
or budget is trust, showing that numbers works & you know what worked
and how to continue more sales
3. Prove you win & drive sales
2. Influence the C-Suite ASAP
4. Take back ownership
5. Collaborate Successfully
7. Think Differently, Brand = Sales
8. Brand + Creativity + Culture
+ Time
1. Build trust NOW
Often you are only as good as your leader but get more senior buy in, work
with the CFO, CEO & importantly your Customer & influence intelligently
Marketing cannot confidently talk about how it wins, how it drives sales and
where worked, build it, understand it & show it
Marketing used to be known for owning and leading from the front, in
recent years not so much. Help take back the ownership and develop
campaigns that c-suite can brag about
Growth & Product influence far more than Marketing currently, collaborate with
Experience, Product and Growth. Win collectively
Feedback is a gift, however online is can be brutal and you should expect feedback
questioning you, your product and your people
= the best results (but it is essential to have a lot of confidence to release out into
the world
// @dannydenhard
6. Remember Strategy & Planning
Marketing have to take back telling the stories, selling the stories in and being the
leader in centralising the numbers & amplifying the success