This year’s Cannes Lions Festival took a back-to-basics approach with a renewed spirit of creativity. It was a smaller festival but still filled with big ideas.
Here are our major takeaways.
Havas Media Singapore has released its 2018 media and marketing trends, Havas Horizon.
The annual Havas Horizon publication is in conjunction with National University of Singapore’s Institute of System Sciences (NUS-ISS). The team has selected 5 relevant trends for marketers in the region to take note of, which arose from interviews with subject matter experts and includes case studies from forward-looking brands.
Other than a brief description of the trends, readers can also find out what are some of the implications to marketing strategies through our perspective.
The publication also identified some of the executive education courses at NUS-ISS available to working professionals who wish to level up their skills to be future-ready.
Technology is transforming the fashion industry, with augmented and virtual reality being used in innovative ways at NYFW 2018. Some designers used these technologies to enhance runway shows, while others opted for interactive digital presentations instead of live shows. Social media has also become integral, allowing brands to connect with consumers and partners. Data insights are increasingly influential on production and marketing strategies, with tools like an app at one show providing instant feedback on the most popular styles.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas
The document summarizes the major takeaways from the 2018 Cannes Lions Festival. It discusses that (1) diversity and inclusion was a major topic of discussion, (2) brands are increasingly taking social stands on polarizing issues, and (3) understanding Chinese culture is becoming more important for marketers. It also notes that (4) experience is more important than technology for connecting with consumers, (5) voice will become an important brand-building tool, and (6) ignoring best practices can help foster creativity.
Don’t let the breakfast tacos, parties, brand houses, and activations fool you. SXSW is growing up.
The festival has shifted from a place of discovering the next big digital innovation to a place for reflecting on how technology (e.g., AI, AR vs.VR, and Blockchain) can impact society, along with focusing on social responsibility and ethics.
Five days and hundreds of panels later, here’s a look at the trends and emerging tech that’ll be shaping the future.
Y&R Global Planning Director Sandy Thompson delves into the concept of "Living Brands" and details how today advertising should focus on moving brands from static entities to actively living and participating in the world around us. "When it comes to marketing I think we need to stand up and fight the comfort that we have built into the old in order to discover and build new ways of helping our client's brands connect and engage with the people who matter most - their consumers," she says.
Inside the Driving Forces of Disruptive InnovationMSL
In this short publication, we touch upon, among others, some of our clients’ stories and our perspective on how disruption plays out as a force within markets: the creative process, technology and communications. And to the marketing communications industry, we lay down the gauntlet: disruptive innovation offers us all an opening to embrace the polar shift towards a greater integration combining dissimilar currents into explosive ideas, the chance to help create ever-more meaningful partnerships for our clients, and the prospect of delivering insight-fueled foresight to help companies predict what’s over the horizon.
If you would like to talk to MSLGROUP about how we can support you in your business transformation, please contact Trudi Harris, Chief Communications Officer, trudi.harris@mslgroup.com
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
The Future of Business Citizenship - People's Insights MagazineMSL
For our global research study, The Future of Business Citizenship, we surveyed 8,000 young people in 17 countries. Our findings confirm that Millennials have high expectations from business and add an insightful layer to our observations around this generation, with real implications for brands and corporations.
MSLGROUP's global team of corporate and brand citizenship experts dive deep into the results of our study and outline what Millennials value as individuals and what they expect from businesses. The Future of Business Citizenship is part of MSLGROUP's People's Insights project that crowd-sources insights and foresights from MSLGROUP experts.
We hope you enjoy reading this comprehensive report and invite you to share your feedback and tips with us @PeoplesLab or you can reach out to us on Twitter @msl_group.
Havas Media Singapore has released its 2018 media and marketing trends, Havas Horizon.
The annual Havas Horizon publication is in conjunction with National University of Singapore’s Institute of System Sciences (NUS-ISS). The team has selected 5 relevant trends for marketers in the region to take note of, which arose from interviews with subject matter experts and includes case studies from forward-looking brands.
Other than a brief description of the trends, readers can also find out what are some of the implications to marketing strategies through our perspective.
The publication also identified some of the executive education courses at NUS-ISS available to working professionals who wish to level up their skills to be future-ready.
Technology is transforming the fashion industry, with augmented and virtual reality being used in innovative ways at NYFW 2018. Some designers used these technologies to enhance runway shows, while others opted for interactive digital presentations instead of live shows. Social media has also become integral, allowing brands to connect with consumers and partners. Data insights are increasingly influential on production and marketing strategies, with tools like an app at one show providing instant feedback on the most popular styles.
Cannes 2018: Six Takeaways from the Festival of CreativityHavas
The document summarizes the major takeaways from the 2018 Cannes Lions Festival. It discusses that (1) diversity and inclusion was a major topic of discussion, (2) brands are increasingly taking social stands on polarizing issues, and (3) understanding Chinese culture is becoming more important for marketers. It also notes that (4) experience is more important than technology for connecting with consumers, (5) voice will become an important brand-building tool, and (6) ignoring best practices can help foster creativity.
Don’t let the breakfast tacos, parties, brand houses, and activations fool you. SXSW is growing up.
The festival has shifted from a place of discovering the next big digital innovation to a place for reflecting on how technology (e.g., AI, AR vs.VR, and Blockchain) can impact society, along with focusing on social responsibility and ethics.
Five days and hundreds of panels later, here’s a look at the trends and emerging tech that’ll be shaping the future.
Y&R Global Planning Director Sandy Thompson delves into the concept of "Living Brands" and details how today advertising should focus on moving brands from static entities to actively living and participating in the world around us. "When it comes to marketing I think we need to stand up and fight the comfort that we have built into the old in order to discover and build new ways of helping our client's brands connect and engage with the people who matter most - their consumers," she says.
Inside the Driving Forces of Disruptive InnovationMSL
In this short publication, we touch upon, among others, some of our clients’ stories and our perspective on how disruption plays out as a force within markets: the creative process, technology and communications. And to the marketing communications industry, we lay down the gauntlet: disruptive innovation offers us all an opening to embrace the polar shift towards a greater integration combining dissimilar currents into explosive ideas, the chance to help create ever-more meaningful partnerships for our clients, and the prospect of delivering insight-fueled foresight to help companies predict what’s over the horizon.
If you would like to talk to MSLGROUP about how we can support you in your business transformation, please contact Trudi Harris, Chief Communications Officer, trudi.harris@mslgroup.com
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
The Future of Business Citizenship - People's Insights MagazineMSL
For our global research study, The Future of Business Citizenship, we surveyed 8,000 young people in 17 countries. Our findings confirm that Millennials have high expectations from business and add an insightful layer to our observations around this generation, with real implications for brands and corporations.
MSLGROUP's global team of corporate and brand citizenship experts dive deep into the results of our study and outline what Millennials value as individuals and what they expect from businesses. The Future of Business Citizenship is part of MSLGROUP's People's Insights project that crowd-sources insights and foresights from MSLGROUP experts.
We hope you enjoy reading this comprehensive report and invite you to share your feedback and tips with us @PeoplesLab or you can reach out to us on Twitter @msl_group.
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
1) Over the past 10 years, the document discusses lessons learned about understanding and engaging prosumers, who are influential early technology adopters that can help predict future market trends.
2) It emphasizes the importance of constant innovation, collaboration, and pushing brands forward in new ways to engage consumers and retain market share in a changing environment.
3) One lesson is that the best ideas are those that can be widely and rapidly shared, so marketers must be willing to cede some control and collaborate with partners.
How to prepare your business to succeed in a Millennial driven market. 21 goals to empower you and your business to be an industry leader in a millennial driven environment. Better yet, a multi-generational selling machine.
The document provides a summary of key takeaways and insights from CES 2017 from the perspective of Y&R team members. Some of the main insights include:
- Virtual reality is still in its infancy with a need for more high-value content to drive consumer adoption.
- Chatbots and AI continued to expand, with a focus on interpreting unstructured data.
- Wearables delivered more personalized solutions but adoption remains a challenge.
- TVs focused on larger screens, higher resolution, and innovations like haptic feedback.
- Fitness and health remained areas of heavy investment and product innovation.
Culture 2.0: Why Digital Cultures are a Competitive Advantage - Brian Solis K...Brian Solis
"Digital cultures offer a competitive advantage" says Brian Solis, leading digital anthropologist, futurist and keynote speaker. Brian shared the importance of building a digital culture to compete in an era of what he calls "digital Darwinism." At the center of it, is not technology, it's a renewed human-centered approach to employee engagement and experiences designed for modern trends, life and work styles and competitiveness.
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
This special series of cartoons, with short insights from both Hugh MacLeod and Brian Solis adapted from #WTF (www.wtfbusiness.com), will help you see things differently.
N.B. You'll be asked for your email to view this special series of cartoons, with valuable insights from both Hugh MacLeod and Brian Solis.
http://gapingvoid.com/solis-image-download/
The End of Business as Usual Rewire the Way You Work to Succeed in the Consum...Brian Solis
The End of Business as Usual by Brian Solis is available on GetAbstract for those who need the key takeaways but don't have the time to read the entire book.
Takeaways:
The digital revolution is radically transformative for businesses. These changes are not just technological. They directly affect consumer behavior. Companies that cannot adapt to these changes face obsolescence. Businesses used to define their brands. Today, “connected consumers” define them. Companies must connect with consumers on a personal basis. They must treat consumers as valued partners, not just as sales targets.
To build relationships and win sales, companies need to create satisfying experiences for their connected consumers. The way people connect online activates distribution chains that rival any broadcast network. To earn the trust of connected customers, businesses must engage them online in a positive way. You must appeal to customers’ emotions. Through such engagement, businesses stay relevant and build a robust future.
What You Will Learn
1) What strategies will help you exploit the nature, extent and impact of the digital revolution; 2) What influence “connected consumers” wield; and 3) How organizations can engage them effectively.
This presentation highlights the importance of engaging all of the community in Innovation and incersing importance of Collaboraion and the mobile smartphone. It covers tips on trendwatching as a way to stimulate creativity along with some future predictions to give ideas on business opportunities and presents practical tips for small business operating in Main Shopping Street precincts
The document describes ShinyShiny, a digital media platform that produces tailored content for female early technology adopters. It provides details on their audience, which values innovation and uses technology to enrich their lives. The platform consists of multiple channels that cover topics like style, home, health and shopping. It produces videos and engages brands through native advertising. The goal is to inform the audience on how technology can improve their experiences in an insightful way.
Disney: Making Magic Through Digital InnovationCapgemini
Over the past few years, Disney has been investing heavily in digital technologies across its theme parks, studio entertainment, interactive media platforms and physical store. Disney has successfully used analytics to enhance customer experience; it offers a connected experience to its park visitors through wearables and it took a data-driven approach to improve its operations. But how does Disney do this? What is the secret recipe? It is a combination of strong digital leadership, a vision that imbibes technology, a culture rich in analytics and an ongoing investment in digital technologies. Interested in understanding how, read our research note on Disney, a digital master.
Fjord is a Design and Innovation division of Accenture Interactive. Every year the firm publishes a document called ‘Fjord Trends’. The 2016 edition took me 2 hours to read. As I read, I culled points that caught my attention. I present them as highlights with the hope that it will encourage you to read the full report available here.
http://bit.ly/2i1QLjU
What's the Future of Business Bonus Chapter by Brian SolisBrian Solis
After releasing, "What's the Future of Business: Changing the Way Businesses Create Experiences," Brian Solis published a secret "bonus" chapter for those who finished the book and found the Easter egg at the end.
What is the true value of a customer?
In this special section, Brian shares a new methodology for measuring the value of shared experiences aka "The Ultimate Moment of Truth."
In a social economy, customer value takes on a new dimension. Customers are sharing their intentions, experiences and outcomes in online communities, social networks and mobile apps for others to discover at every step of the dynamic customer journey. Because of the discoverability of these shared experiences, what turns up from other customers affects the journey of the next consumer. In this dynamic ecosystem, decisions are made for and against you in real-time. Understanding the state of these shared experiences introduces previously unforeseen windows of opportunity for customer engagement and ultimately opportunities within emerging platforms.
How customers feel when interacting with or around your business, at every stage of the journey, will dictate what they share about you online. Businesses need to monitor and assess these experiences, and ensure to craft experiences their customers enjoy. One of the key challenges facing businesses in a social economy, however, is that the behaviors of connected customers are no longer congruent with that of the traditional customers they were originally built to serve. In many organizations, customer service is still operated out of a call center; marketing is spread across multiple, yet siloed functions that follow the linear path within a traditional sales funnel; and product development follows a roadmap that looks so far ahead that it inevitably splits from evolving customer realities and expectations.
WTF: www.amazon.com/WTF-Business-Changing-Businesses-Experiences/dp/111845653X
BrianSolis.com
Slides from my keynote w/ Capgemini in Copenhagen - looking at how Microsoft, GE, KLM and Uber use Salesforce Marketing Cloud to innovate, disrupt and build customer relationships faster.
This is the deck that we presented at SxSW this year. My (firm) position was that social media strategy is something that every planner/strategist needs to know.
The document provides an overview of some of the major movements and trends in 2013, including:
- Grand gestures by entrepreneurs like Elon Musk and Google's plans for ambitious but long-term projects in areas like transportation, food production, and asteroid mining.
- The Edward Snowden revelations about government surveillance and their impact on increasing public concerns about online privacy and the rise of ephemeral messaging apps.
- The growth of the sharing economy and issues around how it is affecting traditional jobs and regulations.
- The rise of selfies and hyper-sexualized self-presentation on social media, exemplified by events like Miley Cyrus' VMA performance and the popularity of apps like Tinder that emphasize
The disruption of branding, advertising and campaigningSUE Amsterdam
This is a keynote I did for the marketing team of a FMCG brand. Their question was: what should we be doing to make better campaigns for our brands and products? They are overwhelmed with choices: Should we use digital or classic advertising? Should we engage, activate or promote? Should we build fans and followers or not? I want to argue that the real challenge is not about going digital or not. It’s about being disruptive or not. Disruptive brands or products build audiences both online, offline and through word-of-mouth. Disruptive brands have a bigger impact and are more persuasive in converting prospects into buyers.
The document contains quotes from various speakers at a conference on a variety of topics related to technology, business, and society. Some key themes that emerge are: the importance of transparency, embracing failure as part of the learning process, focusing on customer convenience to drive innovation, and designing with the human experience in mind. The quotes provide insights from industry leaders on challenges and opportunities facing technology and its role in business and society.
Brand Week 2019 Istanbul | The Future Of Brands: Lead With Meaning At The CoreDr. Martina Olbert
Brands are in the business of meaning exchange. Meaning is what we consume in all things, be it products, services or our human relationships. It drives our decisions and behaviours. It is the cornerstone of value.
Meaning is the core intangible asset for brands to build and retain value and grow long-term equity. Without meaning, brands become innately hollow, empty shells and mere commodities.
Understanding how people create, share and consume meaning and how to navigate meaning systemically in the global market full of cultural complexity is paramount to the future success of brands and organisations.
Meaning is quickly becoming the new leading business currency in the 21st century. Semiotics and anthropology are the new literacy, the new language that brand leaders need to speak to keep their brands relevant, valuable and profitable in the quickly changing world today.
Istanbul, Turkey | November 6, 2019
https://www.brandweekistanbul.com/
The Open Creative Project là bản báo cáo và nghiên cứu của Google nêu bật các yếu tố đóng vai trò then chốt đối với sự sáng tạo của quảng cáo trong tương lai.
First, brands have little impact and most customers would not care if 77% of brands disappeared. Second, to have impact, brands must listen to customers, demonstrate empathy and care about social issues. Third, brands can influence culture by redirecting conversations around taboos or competitors' missteps. Leading with empathy and purpose allows brands to drive meaningful change.
First, brands have little impact and most customers would not care if 77% of brands disappeared. Second, to have impact, brands must listen to customers, demonstrate empathy and care about social issues. Third, brands can influence culture by redirecting conversations around taboos or competitors' missteps. Leading with empathy and purpose allows brands to drive meaningful change.
The ICCO Global Summit which took place in Oxford, UK, from 29-30 September, 2016 offered two days of great conversations with colleagues coming from all over the world. MSLGROUP's SVP & Chief Strategy Officer, Pascal Beucler was invited to discuss why Branded Content and Entertainment are a new boundary, and a sweet spot to hit for PR professionals.
Based on Pascal's experience last June at the Cannes Lions International Festival of Creativity, as a juror in the newly created Entertainment Jury: this has been a week-long fantastic experience, evaluating how talent and ample narrative formats can elevate content into the cultural mainstream.
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
1) Over the past 10 years, the document discusses lessons learned about understanding and engaging prosumers, who are influential early technology adopters that can help predict future market trends.
2) It emphasizes the importance of constant innovation, collaboration, and pushing brands forward in new ways to engage consumers and retain market share in a changing environment.
3) One lesson is that the best ideas are those that can be widely and rapidly shared, so marketers must be willing to cede some control and collaborate with partners.
How to prepare your business to succeed in a Millennial driven market. 21 goals to empower you and your business to be an industry leader in a millennial driven environment. Better yet, a multi-generational selling machine.
The document provides a summary of key takeaways and insights from CES 2017 from the perspective of Y&R team members. Some of the main insights include:
- Virtual reality is still in its infancy with a need for more high-value content to drive consumer adoption.
- Chatbots and AI continued to expand, with a focus on interpreting unstructured data.
- Wearables delivered more personalized solutions but adoption remains a challenge.
- TVs focused on larger screens, higher resolution, and innovations like haptic feedback.
- Fitness and health remained areas of heavy investment and product innovation.
Culture 2.0: Why Digital Cultures are a Competitive Advantage - Brian Solis K...Brian Solis
"Digital cultures offer a competitive advantage" says Brian Solis, leading digital anthropologist, futurist and keynote speaker. Brian shared the importance of building a digital culture to compete in an era of what he calls "digital Darwinism." At the center of it, is not technology, it's a renewed human-centered approach to employee engagement and experiences designed for modern trends, life and work styles and competitiveness.
17 Cartoons That Will Change Your Business by @BrianSolis @GapingvoidBrian Solis
This special series of cartoons, with short insights from both Hugh MacLeod and Brian Solis adapted from #WTF (www.wtfbusiness.com), will help you see things differently.
N.B. You'll be asked for your email to view this special series of cartoons, with valuable insights from both Hugh MacLeod and Brian Solis.
http://gapingvoid.com/solis-image-download/
The End of Business as Usual Rewire the Way You Work to Succeed in the Consum...Brian Solis
The End of Business as Usual by Brian Solis is available on GetAbstract for those who need the key takeaways but don't have the time to read the entire book.
Takeaways:
The digital revolution is radically transformative for businesses. These changes are not just technological. They directly affect consumer behavior. Companies that cannot adapt to these changes face obsolescence. Businesses used to define their brands. Today, “connected consumers” define them. Companies must connect with consumers on a personal basis. They must treat consumers as valued partners, not just as sales targets.
To build relationships and win sales, companies need to create satisfying experiences for their connected consumers. The way people connect online activates distribution chains that rival any broadcast network. To earn the trust of connected customers, businesses must engage them online in a positive way. You must appeal to customers’ emotions. Through such engagement, businesses stay relevant and build a robust future.
What You Will Learn
1) What strategies will help you exploit the nature, extent and impact of the digital revolution; 2) What influence “connected consumers” wield; and 3) How organizations can engage them effectively.
This presentation highlights the importance of engaging all of the community in Innovation and incersing importance of Collaboraion and the mobile smartphone. It covers tips on trendwatching as a way to stimulate creativity along with some future predictions to give ideas on business opportunities and presents practical tips for small business operating in Main Shopping Street precincts
The document describes ShinyShiny, a digital media platform that produces tailored content for female early technology adopters. It provides details on their audience, which values innovation and uses technology to enrich their lives. The platform consists of multiple channels that cover topics like style, home, health and shopping. It produces videos and engages brands through native advertising. The goal is to inform the audience on how technology can improve their experiences in an insightful way.
Disney: Making Magic Through Digital InnovationCapgemini
Over the past few years, Disney has been investing heavily in digital technologies across its theme parks, studio entertainment, interactive media platforms and physical store. Disney has successfully used analytics to enhance customer experience; it offers a connected experience to its park visitors through wearables and it took a data-driven approach to improve its operations. But how does Disney do this? What is the secret recipe? It is a combination of strong digital leadership, a vision that imbibes technology, a culture rich in analytics and an ongoing investment in digital technologies. Interested in understanding how, read our research note on Disney, a digital master.
Fjord is a Design and Innovation division of Accenture Interactive. Every year the firm publishes a document called ‘Fjord Trends’. The 2016 edition took me 2 hours to read. As I read, I culled points that caught my attention. I present them as highlights with the hope that it will encourage you to read the full report available here.
http://bit.ly/2i1QLjU
What's the Future of Business Bonus Chapter by Brian SolisBrian Solis
After releasing, "What's the Future of Business: Changing the Way Businesses Create Experiences," Brian Solis published a secret "bonus" chapter for those who finished the book and found the Easter egg at the end.
What is the true value of a customer?
In this special section, Brian shares a new methodology for measuring the value of shared experiences aka "The Ultimate Moment of Truth."
In a social economy, customer value takes on a new dimension. Customers are sharing their intentions, experiences and outcomes in online communities, social networks and mobile apps for others to discover at every step of the dynamic customer journey. Because of the discoverability of these shared experiences, what turns up from other customers affects the journey of the next consumer. In this dynamic ecosystem, decisions are made for and against you in real-time. Understanding the state of these shared experiences introduces previously unforeseen windows of opportunity for customer engagement and ultimately opportunities within emerging platforms.
How customers feel when interacting with or around your business, at every stage of the journey, will dictate what they share about you online. Businesses need to monitor and assess these experiences, and ensure to craft experiences their customers enjoy. One of the key challenges facing businesses in a social economy, however, is that the behaviors of connected customers are no longer congruent with that of the traditional customers they were originally built to serve. In many organizations, customer service is still operated out of a call center; marketing is spread across multiple, yet siloed functions that follow the linear path within a traditional sales funnel; and product development follows a roadmap that looks so far ahead that it inevitably splits from evolving customer realities and expectations.
WTF: www.amazon.com/WTF-Business-Changing-Businesses-Experiences/dp/111845653X
BrianSolis.com
Slides from my keynote w/ Capgemini in Copenhagen - looking at how Microsoft, GE, KLM and Uber use Salesforce Marketing Cloud to innovate, disrupt and build customer relationships faster.
This is the deck that we presented at SxSW this year. My (firm) position was that social media strategy is something that every planner/strategist needs to know.
The document provides an overview of some of the major movements and trends in 2013, including:
- Grand gestures by entrepreneurs like Elon Musk and Google's plans for ambitious but long-term projects in areas like transportation, food production, and asteroid mining.
- The Edward Snowden revelations about government surveillance and their impact on increasing public concerns about online privacy and the rise of ephemeral messaging apps.
- The growth of the sharing economy and issues around how it is affecting traditional jobs and regulations.
- The rise of selfies and hyper-sexualized self-presentation on social media, exemplified by events like Miley Cyrus' VMA performance and the popularity of apps like Tinder that emphasize
The disruption of branding, advertising and campaigningSUE Amsterdam
This is a keynote I did for the marketing team of a FMCG brand. Their question was: what should we be doing to make better campaigns for our brands and products? They are overwhelmed with choices: Should we use digital or classic advertising? Should we engage, activate or promote? Should we build fans and followers or not? I want to argue that the real challenge is not about going digital or not. It’s about being disruptive or not. Disruptive brands or products build audiences both online, offline and through word-of-mouth. Disruptive brands have a bigger impact and are more persuasive in converting prospects into buyers.
The document contains quotes from various speakers at a conference on a variety of topics related to technology, business, and society. Some key themes that emerge are: the importance of transparency, embracing failure as part of the learning process, focusing on customer convenience to drive innovation, and designing with the human experience in mind. The quotes provide insights from industry leaders on challenges and opportunities facing technology and its role in business and society.
Brand Week 2019 Istanbul | The Future Of Brands: Lead With Meaning At The CoreDr. Martina Olbert
Brands are in the business of meaning exchange. Meaning is what we consume in all things, be it products, services or our human relationships. It drives our decisions and behaviours. It is the cornerstone of value.
Meaning is the core intangible asset for brands to build and retain value and grow long-term equity. Without meaning, brands become innately hollow, empty shells and mere commodities.
Understanding how people create, share and consume meaning and how to navigate meaning systemically in the global market full of cultural complexity is paramount to the future success of brands and organisations.
Meaning is quickly becoming the new leading business currency in the 21st century. Semiotics and anthropology are the new literacy, the new language that brand leaders need to speak to keep their brands relevant, valuable and profitable in the quickly changing world today.
Istanbul, Turkey | November 6, 2019
https://www.brandweekistanbul.com/
The Open Creative Project là bản báo cáo và nghiên cứu của Google nêu bật các yếu tố đóng vai trò then chốt đối với sự sáng tạo của quảng cáo trong tương lai.
First, brands have little impact and most customers would not care if 77% of brands disappeared. Second, to have impact, brands must listen to customers, demonstrate empathy and care about social issues. Third, brands can influence culture by redirecting conversations around taboos or competitors' missteps. Leading with empathy and purpose allows brands to drive meaningful change.
First, brands have little impact and most customers would not care if 77% of brands disappeared. Second, to have impact, brands must listen to customers, demonstrate empathy and care about social issues. Third, brands can influence culture by redirecting conversations around taboos or competitors' missteps. Leading with empathy and purpose allows brands to drive meaningful change.
The ICCO Global Summit which took place in Oxford, UK, from 29-30 September, 2016 offered two days of great conversations with colleagues coming from all over the world. MSLGROUP's SVP & Chief Strategy Officer, Pascal Beucler was invited to discuss why Branded Content and Entertainment are a new boundary, and a sweet spot to hit for PR professionals.
Based on Pascal's experience last June at the Cannes Lions International Festival of Creativity, as a juror in the newly created Entertainment Jury: this has been a week-long fantastic experience, evaluating how talent and ample narrative formats can elevate content into the cultural mainstream.
This document summarizes lessons from Cannes Lions 2016 across three areas:
1) For brands - embrace transparency, weaknesses, and purpose beyond just talking; walk the talk.
2) For agencies - pursue diversity, know what not to do as part of strategy, and collaborate more.
3) As a bonus - take risks to stand out rather than justify average work.
Creative Business Ideas: 10 Years of Euro RSCG Breakthrough ThinkingEuroRSCGMoscow
The document discusses creative business ideas (CBIs) and their importance. It provides definitions of a CBI, noting that they are transformational, change business strategy, and drive profitable growth. CBIs have become central to the identity and success of Euro RSCG since 2000. The rest of the document outlines lessons learned from 10 years of CBIs, including finding prosumers to identify future trends, creating buzz around ideas to drive engagement, collaborating widely to deliver more, making ideas meaningful to consumers, constantly innovating to maintain momentum, thinking beyond traditional categories, overcoming limitations through creativity, embracing social media, and being first to market with new concepts.
30 years in 30 minutes: Tips for starting your advertising career.David Murphy
Career advice to aspiring advertising professionals. Presentation to the Chapman University Ad Club offering point of view of how to get a job in an agency and how to succeed early in your career.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
Advertising Week is known as the premier event for marketing, brand, advertising, and technology professionals spanning across six major cities around the globe. During the course of four days, our teams attended countless talks from some of the industry's best at Advertising Week NY.
The document discusses how marketing and brands must change and adapt to the new digital consumer reality. It notes that traditional marketing approaches are outdated as consumers are now more informed and connected due to digital technologies. Brands must focus on innovation, experiences, and building emotional connections with consumers in order to succeed. The future of marketing and brands involves more collaboration and co-creation with consumers through digital channels and content.
The document discusses trends in consumer experience from the 2019 International Festival of Creativity. Three key trends are: 1) Co-creation and fluidity, with brands creating experiences for consumers to collaborate on building the brand across channels; 2) Being raw and real by creating authentic messaging that reflects consumers' lived experiences; 3) Sound becoming an important new channel, with opportunities in voice assistants, podcasts, and sonic branding. The takeaways emphasize directly engaging consumers, embracing imperfections in creative, letting consumers help define the brand experience, and developing audio strategies.
The document discusses how to effectively communicate in the digital era. It emphasizes being human-driven by focusing on people's needs and adding value. It also stresses that influence is networked - the more relevant your content, the more spreadable it becomes. Additionally, it notes that consumption has become collaborative, with co-creation and curation. People now help shape brands through their voices and feedback, making communication a two-way street.
This document discusses trends in transformational storytelling seen at Cannes Lions in 2019. It covers several trends including:
1. Multisensory storytelling and using all senses to engage consumers through unexpected means.
2. The power of social conscience and using storytelling and media dollars to promote equality and social issues.
3. Inclusiveness and ensuring everybody is represented in stories through more empathetic and accessible storytelling.
4. The importance of truth in storytelling as consumers demand authenticity from brands, governments and media.
5. Creating immersive experiences for consumers to interact with brands through world building and bucket list experiences.
Creating meaning in the way we satisfy consumer needs and engage with themDrthomasbrand Limited
This document discusses the changing landscape for brands, with an informed and engaged consumer who is difficult to reach through traditional media. It emphasizes that brands must offer real consumer value and differentiation through deep consumer insights and engagement. Brands will need to move from product categories to concepts that span categories and are defined by their meaning to consumers. Authenticity, quality, and delivering on brand promises through all consumer touchpoints will be important in this new era that values substance over puffery in branding and marketing.
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014Shannon Lewis
As ever, the Cannes Lions International Festival of Creativity was a marathon of ideas and insights. Now into its 61st year, this action packed festival, set along the French Riviera, attracted over 12,000 people from 94 countries. There was no shortage of data or points-of-view.
Liberty & Co. took a few steps back to distill for you what we found to be the key, and consistent, themes.
Unity is a PR agency that differentiates itself through its use of social psychology, strategic thinking, design and communications skills. It works with a range of clients and has won numerous awards for its work. Unity believes that engaging people emotionally as well as rationally is key to building real brand relationships. It provides media relations, consumer research, web services and experiential marketing to help clients achieve their goals.
Lessons Learned From 10 Years of Creative Business Ideas - PresentationEuro RSCG Worldwide
This document summarizes lessons learned from Euro RSCG Worldwide's book "The Creative Business Idea Book: Ten Years of Breakthrough Thinking". Some key lessons include: finding influential customer segments called "prosumers" to understand emerging trends; making consumers feel ownership and connection to spread ideas virally; seeking diverse collaborative partners to deliver more than any one group alone; and constantly innovating to push brands forward and retain relevance.
The document discusses key themes and takeaways from the 2016 Cannes Lions International Festival of Creativity. The main topics covered include:
- The festival focused on the intersection of data, technology, and creativity, with winning work showcasing this balance.
- Gender diversity and portrayal of women in advertising were prominent issues, with campaigns like #WomenNotObjects addressing objectification.
- Brand purpose beyond products was emphasized, with purpose-driven campaigns like REI's #OptOutside performing strongly. Authenticity is important.
- Simplicity remained important amid the focus on new technologies and data, with warnings against overcomplicating campaigns.
What is a brand? And, what is the real value to business owners?Paul Segreto
This document summarizes key points from a webinar on branding, including:
1) A brand is defined as a name, symbol, or design that identifies a seller's goods/services and distinguishes them from competitors.
2) Building a strong brand requires consistent brand awareness across all customer touchpoints and prioritizing brand integrity.
3) In the digital world, brands must be flexible to engage customers across many online entry points and respond to consumer feedback.
Similaire à Cannes 2018: Six Takeaways from the Festival of Creativity (20)
Mobile World Congress 2019: 6 Key Factors that Will Change the PresentHavas Media
Imagine a horse-drawn cart traveling along a stony track. At this point, we pose three questions. What speed could it be going at? What is the load that it can take? How long might it take to accelerate? Now imagine a large five-lane motorway, full of powerful cars, with almost instantaneous acceleration. Here we again pose the three questions above. The difference in the answers is the essence of the Mobile World Congress.
Havas Village Spain reports back from this year's event and looks at how 5G is going to change the way we understand connectivity and opens up a world of possibilities. Machines will have more autonomy and the challenge will be in seeing how the human-machine combination will lead us to a more sustainable and connected future.
There are endless statistics about the overwhelming volume of media & advertising that reaches our eyes and ears every day.
The first chapter in a series, The Power of Sound uncovers emerging opportunities for brands to use sound—whether music or voice, melodic or informational—to build meaningful connections with people across cultures and categories.
#meaningfulmedia
CES 2019: From Consumer Electronics to Connected ExperiencesHavas Media
This year marked the 52nd year of CES– one of the most highly anticipated product launch platforms in our industry. With 2.9MM square feet of exhibition space, over 4,500 exhibiting companies flocked to Las Vegas to showcase their brands and products to consumers across every market. There were over 188,000 attendees from all over the globe, including our Havas digital strategy team, who curated the most meaningful insights and takeaways for our clients and colleagues.
Since the launch of smartphones circa 2007, the level of expectation from CES increases each year as marketers and media practitioners seek the next game-changing technologies. While it may not have been home to the next iPhone, Google or Amazon disruptor (yet), CES 2019 went beyond gadgets, robots, and cool toys.
Certain key themes have remained of top interest over the years, and they continue to build momentum in the marketplace: smart homes, voice, retail, IoT — all of which ladder up to connected experiences. Connected devices have given brands unparalleled access to consumers by shortening the distance between the consumer and what they want to engage with or buy. Conversely, they have increased the distance between brands and the consumers as multiple connections also bring the challenge of holding their attention. Connected devices and consumers enable richer opportunities for brands only when the right ecosystem powers that opportunity. Furthermore, consumers expect to get what they want in their immediate context, at their precise moment of need.
For brands, this change in the power dynamic has raised the importance of effectively and efficiently interacting with consumers across each touchpoint. To be able to distinguish themselves and drive long-term loyalty valuable consumers, they need to build a long-lasting authentic connection. This is dependent on their ability to maintain a consistent and always-on presence in front of their consumers with or without paid media dollars or exposure. In a world where marketing dollars continue to shrink, that is no small feat; however, the mandate is quite clear: To deliver the best digital marketing solutions, brands must simply find the maximum outcome from their investments. And it is with this mandate in mind that we navigated CES 2019 to draw inspiration from what was showcased on the floor and build meaningful themes for our clients and partners to share in the boardroom.
Don’t let the breakfast tacos, parties, brand houses, and activations fool you. SXSW is growing up.
The festival has shifted from a place of discovering the next big digital innovation to a place for reflecting on how technology (e.g., AI, AR vs.VR, and Blockchain) can impact society, along with focusing on social responsibility and ethics.
Five days and hundreds of panels later, here’s a look at the trends and emerging tech that’ll be shaping the future.
Last week, more than 3,900 exhibitors gathered in Las Vegas to showcase their latest technology innovations. With over 2.75 million square feet of exhibit space across Las Vegas, CES 2018 was the largest show floor in CES’ 51-year history.
Like years past, CES showcases everything from futuristic robots, autonomous vehicles, and artificial intelligence. This year, however, the true stand-outs were those who invested in real-life application.
We've put together our key takeaways from CES 2018, which cover the most groundbreaking trends and what they mean for brands, marketers, and consumers.
Havas Group Prosumer Report - The Future is FeMaleHavas Media
Gender is a hot-button issue in 2017, with gender-related controversies multiplying around the world. But will there come a time when gender is regarded as no more important than a person’s height, handedness, or hair color? Based on the findings of Havas Group’s recent survey of more than 12,000 people in 32 countries and the accompanying “The Future Is FeMale” report, a nongendered future may be in the cards.
The 32-nation survey, commissioned by the Havas Group and fielded by Market Probe International, sought to measure how far gender equality has come in an era when women in most parts of the world are able to do things once considered the province of men, including work outside the home, earn high school and college degrees, vote, own property, and hold elected office.
For more information on Havas' Prosumer Reports visit: mag.havas.com/prosumer-reports
Last week, nearly 200,000 people gathered in Las Vegas at the 50th annual Consumer Electronics Show (CES) to discover revolutionary products and transformational technologies that will have a significant impact on the evolving customer experience.
In a great collaboration between Havas Creative Group and Havas Media Group, we've put together a CES 2017 takeaways deck covering the most groundbreaking inventions, the most influential trends, and what they all mean for brands, marketers, and consumers.
Last week, nearly 200,000 people gathered in Las Vegas at the 50th annual Consumer Electronics Show (CES) to discover revolutionary products and transformational technologies that will have a significant impact on the evolving customer experience.
In a great collaboration between Havas Creative Group and Havas Media Group, we've put together a CES 2017 takeaways deck covering the most groundbreaking inventions, the most influential trends, and what they all mean for brands, marketers, and consumers.
From the new wave of technological phenomena to the expansion of creativity in different formats, Cannes has redefined our interpretation of media execution.
We saw larger stunts, smarter tech, more effective applications of data and more OSEP approaches.
With the help of insights from Cannes media jury members - Maria Garrido and Jez Jowett - we have assessed the best trends to develop from the largest festival of the year.
The pace of change in advertising and consumer behavior continues to be frantic and to accelerate, so our annual trip to CES in Las Vegas continues to remind us how, in relative terms, hardware changes more slowly than both software and our expectations. In fact, CES in 2016 didn’t show a revolution in electronics and consumer products, but more of an evolution. The products were similar yet faster, thinner, cheaper and above all else, more connected.
This moment feels like the early stages of a new era, a time when all products are becoming cloud connected, touch screens are everywhere, and all media is digital. Yet it’s not quite the Internet of things — it’s the interim of things. We don’t yet have a complete smart home, we have sophisticated homes that sometimes don’t quite work. We have 3D printers without totally compelling use cases, and robotic body parts that don’t quite make a full humanoid.
The companies succeeding are those that are innovating and collaborating to solve real consumer needs, while staying true to a clear brand purpose. From artificial intelligence and cognitive computing, to drone technologies, virtual reality and biometric sensing, to 8k video and 360 surround sound, there are tremendous opportunities on the horizon.
Please read on to view the ten themes that make up this moment in time.
With special thanks to Rori DuBoff, Jez Jowett, Tom Goodwin and the team at Havas Worldwide.
When will Virtual Reality become Reality? @NED2015 Havas Media
The evolution of virtual reality and its impact upon experiences and escapism.
Is it a fad or is this genuinely going to become the next internet?
What is in place for brands and consumers to now step into another dimension? Is it safe?
Will blended realities become a reality?
What's the VR eco-system?
These topics, themes and opportunities are all explored in this keynote presentation.
There was a time when SXSW set the agenda, but now it seems to reflect it.
Once a focal point of the digital design industry, the event has grown in size and ambition to become a forum for a wide variety of contemporary issues, seemingly random in nature and curated around no clear principles.
Havas has summarized some of the common key themes on display at SXSW, which were reflected more generally as societal trends.
Tech & Media Trends 2015 @ Mobile World Congress with Havas + MobextHavas Media
With more than 50 billion connected devices expected by 2020, the world of mobile continues to evolve way beyond handsets, to include smart appliances, accessories, cars, bikes and almost any object imaginable.
In this new organic marketing world of data-driven connectivity and content-fueled experiences, we find tremendous opportunities for marketers to create more meaningful connections with consumers.
The key trends from Mobile World Congress:
Custom Connectivity & Wearables, Immersive Experiences: Virtual & Augmented Reality, Location-Based Marketing, Mobile Commerce and Biometrics Communications
Mobile World Congress 2014 - Key TakeawaysHavas Media
This year at the MWC, manufacturers, telcos and content providers all seemed to share a common goal: to bring technology and Internet access to every corner in the world. Beyond the bigger and better screens, faster processors, and integration of new functionalities in mobile devices, there was a notable shift in focus from high-end devices to less expensive and more accessible technology.
This document contains the five key areas of focus for 2014 in the mobile industry.
[ See live footage from Mobile World Congress at http://www.youtube.com/watch?v=_dyLKbZxMNo ]
Havas Media Global Trends: Location-based marketing Havas Media
In the past few years, there has been significant worldwide growth in the number of people using location-based services and corresponding marketer investment in geo targeted advertising and media. We expect this trend to increase exponentially as the ability to deliver on the promise of highly relevant, real-time personal connections between brands, people and communities becomes further realized. In this POV, we explore the technology, media and strategy fueling the opportunities of location-based marketing.
Location-based marketing video: http://youtu.be/-Nv1d9Lylzg
Location-based Marketing (LBM) - Global Media Trends Havas Media
Creating Meaningful Connections through Location Based Marketing. How can we reach consumers at the right time and place with the right message and experiences? We know today’s average consumer is constantly changing location, device, and changing the media type with which they interact. To be relevant to these consumers, we need to keep up with them, adapting and changing marketing content to their realities and environments. The presentation provides an overview of the technology, media and strategy fueling the opportunities of location-based marketing for global and regional brands.
Location-based marketing video: http://youtu.be/-Nv1d9Lylzg
Havas Global Media trends series also includes other reports on slideshare such as: Progressive Screens (multi-screens), Social Shopping and Life Tracking.
Havas Media Group Focus : Google Penguin 2.0Havas Media
Google launched an update to its Penguin algorithm called Penguin 2.0 in May 2013 to crack down on spam more aggressively. The update looked more deeply at link profiles and devalued numerous link networks, low quality links, and certain types of anchor text. While the initial rollout impacted around 2% of queries, Google indicated the update would become stronger over time. Sites using unethical link building or spammy tactics were likely to see negative impacts, while ethically run sites would hold steady or benefit. The document provides analysis of Penguin 2.0's effects and implications.
13 Trends of 2013 - by Eduardo Mapa Jr, Executive Partner at Havas Media OrtegaHavas Media
Havas Media Ortega Managing Partner Eduardo Mapa Jr. presented '13 Trends of 2013' during the Philippine Association of National Advertisers (PANA)'s General Members Meeting at Hard Rock Cafe, Glorietta, Makati Philippines.
Havas Media's trend profile on Life Tracking and the Quantified Self. Through today’s technologies, life tracking allows people to measure and monitor the activities in their daily lives, from eating and sleeping to exercising and shopping.
View the video: http://youtu.be/pEpNTFU0C0o
Life tracking systems include wearable computing – sensors, trackers and cameras embedded in shoes, wristbands, hats, clothing, etc. – and connected smart devices – mobile phones, monitors, home appliances and entertainment systems. Using these systems, one can measure, monitor and visualize performance; optimize daily activities to be healthier and more productive; make more informed purchase decisions; and manage social reputation.
For marketers, there are many areas of opportunity to become a useful part of people’s lives through life tracking.
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012Havas Media
Rob Griffin, EVP Product Development at Havas Digital, spoke recently at the IMMAP Summit & emphasised 3 clear takeaways-
1. Mobile is Now, and you must know that. Embrace a Mobile First approach to all marketing and communications efforts.
2. Accept the multiplicity of the device. Mobile devices are consumers' constant companions and central to their daily lives.
3. Activate and Engage! Take full advantage of mobile's greater capabilities to engage in real time.
Instead of thinking about mobile as an advertising channel, it is more important to view it as an access point for consumers- hence the urgent need for everything to be mobile enabled from the start. Mobile Internet user growth is projected to hit 3.5billion in 2015- how are you positioning your brand to take advantage of this revolution?
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
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/
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Spotify: Revolutionizing the Music Streaming IndustryTMR Infra
Spotify's unique blend of technology, user-centric design, and industry influence has
cemented its position as a leader in music streaming. By continuously evolving and adapting,
Spotify remains a dominant force, shaping the future of music consumption. As it continues
to innovate and expand, Spotify is likely to maintain its position as the go.
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/
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.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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
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2. This year’s Cannes Lions Festival
took a back-to-basics approach
with a renewed spirit of creativity.
It was a smaller festival but, still
filled with big ideas.
HERE ARE OUR MAJOR TAKEAWAYS.
3. SPEAKING UP
FOR THE VOICES
NOT IN THE ROOM
Diversity and inclusion is the issue of the year in the advertising industry. This
year at Cannes, it was not only the subject of a handful of conferences and
panels, but also the underlying topic of most talks. Questions of gender and racial
diversity and inclusion—in agencies, in the client’s marketing team, on air—are
on everyone’s lips.
This necessary discussion is key for our industry, because we need to
continuously offer our clients a different creative angle on their business
problems. Ad agencies have always been more diverse than their clients, and it
is our collective responsibility to make sure that we maintain a broader point of
view and an openness to new ideas. Diversity is not only a good business strategy
(because diverse teams generate better work), but also a great way to maintain
our creative lead over new competitors.
Ultimately, brands and companies will have to work on creating inclusive
environments that promote gender equality to support people in being their
authentic selves—however they define their gender.
Futurist and consultant Faith Popcorn said it best in her panel “The Death of
Masculinity and Its Impact on Creativity,” “This is a fact: change or die out.”
ONE
4. BRANDS ARE
TAKING SOCIAL
STANDS ON
POLARIZING ISSUES
Trying to be everything for everyone has always led to uninspiring and
“beige” creative. As more companies jump into social-oriented marketing,
we are observing firsthand the way brands can become agents for positive
social change. This crop of creative pieces addresses LGBTQA+ equal rights
(specifically regarding same-sex marriage) and protecting animals.
The cause that we should keep on our radar for years to come is our attention,
or lack thereof, in the ever-distracting era of smartphones and social media.
“Throughout my entire career, I’ve always believed in the power of what we do
and the power of creativity,” David Droga, Co-Founder and Creative Chairman
at Droga5 said during his keynote.. “Good intentions, talent, and ethics—they
will power through anything.”
TWO
5. THE GOLDEN AGE
OF B2C: BUSINESS
TO CHINESE
The influence of the Chinese market, the rise of new technology, and China’s
new openness to the world have made understanding Chinese culture key for
many marketers and advertisers. With scores of conferences about Chinese
consumers, attitudes, and perception of the famous “Made in China” label,
China was on everyone’s lips at Cannes Lions.
In China, a new generation is transforming consumption and brand building
like never before. Previously, emerging individualism launched the conspicuous
strutting of luxury logos for fashion, but that was recently replaced by more
discrete forms of brand bragging. Today, the desire to balance individualism
and cultural collectivism has led to the revival of traditional Chinese culture in
brand building. Instead of going for recognized international brands, the Chinese
consumers are increasingly buying brands that proudly depict Chinese names
and celebrate their heritage.
In her talk, “Finding Meaning in China’s Post-Consumerism Culture,” Laura
Liang, Chief Strategy Officer of DDB China Group, explained the new attitudes of
the emerging middle-class, highlighting how the new generation is progressively
changing its consumption behavior from luxury to experience, from ostentatious
to meaningful, from showy to purpose-driven brands.
THREE
6. MAKING
MEANINGFUL
CONNECTIONS IS
NOT ABOUT TECH
When brands have an authentic voice that taps into a shared topic of
interest, that’s when they become relevant to consumers.
Maria Garrido, Senior Vice-President of Brand Marketing at Vivendi,
led the talk “Meaningful Connections Across Print, Digital, Film, Music,
and Entertainment,” with an all-female panel who have roles in music,
entertainment, and communications—all industries with master storytellers
who know how to create content that moves people.
“When we talk about meaningful content, meaningful brands, we’re not just
talking about something that we think has meaning,” said Kamal Sinclair,
Director of the New Frontier Labs Program at the Sundance Institute, on
the topic of meaningful content. “We’re talking about adding meaning to
people’s lives.”
And with the awarded work, it was pretty evident that experience over
technology is the new standard. The days of using new technology just to use
it are over. Instead, agencies and brands are now using that technology in
a natural way that provides a real value to consumers. If you’re not thinking
about the consumer experience, you’re out of the game.
FOUR
7. VOICE IS
THE PACKAGING
OF THE FUTURE
By 2020, we will be more likely to speak our keywords rather than type them
when searching online. The rising popularity of voice assistants makes voice one
of the most overlooked brand-building tools available. Customers like voice for
its speed, accuracy, and natural feel. With the right tone, the right accent, and a
brand-aligned strategy, brands can create a deep emotional bond through voice.
During “The Tongue Paints What Eyes Can’t See: Power of Voice,” Verra
Budimlija, Chief Strategy Officer of Wavemaker, and Thom Noble, neuroscientist
and Co-founder of NeuroStrata, observed that voices are decoded at a
subconscious level. When tested against a human voice on specific value
associations, synthetic voices lose emotional matchups by 17 to one. And brands
not only need an actual human voice, they need the right one—one that fits a
brand’s desired value associations.
With the growing use of voice assistants and voice devices in connected objects,
marketers will soon be forced to revise their brand books to include the values
and sentiments they want their brand voice to represent…and to design that
voice accordingly.
FIVE
8. TO FEED YOUR
CREATIVE
TODDLER BRAIN,
IGNORE BEST
PRACTICES
Children are born creative but begin to lose this ability through the enforcement
of social norms—we’ve known this for a long time. In trying to prevent toddlers
from hurting themselves despite their creative explorations, we are also teaching
them to avoid risk. As we age, we tend to ignore possibilities, and we become
overtaken by our focus on limits.
Conducting broad competitive reviews and establishing best practices is the
agency equivalent of “adulting” a brand process. By focusing too much on past
successes, dos and don’ts, and the industry’s sacred cows, we are training our
brains to follow rules. Best practices can quickly get in the way of next practices.
At best, studying best practices leads to being slightly better than average.
In order to build brands, we must rediscover an appetite for going beyond better
than average. Children don’t settle for the ordinary; they are constantly striving
for the magical and the extraordinary. If we want to bring this vitality to the
brands that we manage and build, we must surround ourselves with people who
are as much in love with the problem as they are with the solution. Solution-
seeking inevitably leads to “aging” and losing the fresher perspective of our
inner creative toddlers.
Robert Wong, VP at Google Creative Lab, closed out his “What Creativity Can
Do” talk by saying that creativity, no doubt, can shape our future: “No one knows
what the future looks like, but if we use our creativity, use our hearts, use our
imaginations, hopefully they will know when we’re done.”
SIX
9. By
Stéphane Mailhiot
SVP and Head of Strategy, Havas Montréal
Natasha Smith
Strategic Communications Manager, Havas Group
Sami Viitamaki
Executive Creative Director, Digital, Havas New York