American entrepreneur Lisa Gansky once said “A brand is a voice and a product is a souvenir.” But defining ‘brand’ will mean different things to different people. For some, it’s the name or the symbol of a company, such as Nike’s ‘Swoosh.’ For others, it could be the type of product manufactured – a ‘Hoover’ vacuum cleaner, as an example – or even the emotional and psychological relationship we strike with companies. In reality, there is truth in all these definitions. But Gansky summarised it well when she referred to a brand as a voice, greater than the sum of its parts.
From the design of a logo, to every customer interaction, a brand is the DNA of an organisation. So, it stands to reason that when companies want to differentiate themselves from the rest of the pack, having a recognisable brand goes a long way to winning customers. But, to turn a one-time buyer into a long-term fan, there is one more factor to consider, and that is consistency.
Over the last few years, most discussions about the next year’s Digital Transformation trends had begun to feel a bit repetitive: Cloud, Edge Compute, the IoT, AR… It always seemed like the same chairs being rearranged around the same old room. 2020 will be a departure from that. While the same core technologies that dominated these discussions will continue to be foundational to our collective digital transformation journey, 2020 will be defined by a fresh new class of technologies ready to graduate to the sidelines to center stage. Among them: 5G, AI, advanced data analytics, but also some that may surprise you. Without further ado, here are the 10 among them that I believe will be the most significant in 2020.
This is a great time for any B2B marketer that’s interested in original thinking and inspiration. There’s a rich landscape of valuable content out there: very different areas of expertise, different perspectives and different styles. With all of this content to draw from (and with services like Feedly to help you organize it all in an efficient way), there’s no excuse for not being informed – and for not finding new ideas pretty much every day.
Sitecore has announced the release of 22 new eCourses and 4 redesigned, modernized instructor-led courses. The groundbreaking on-demand model lets learners customize their experience and learn by reading, watching, doing, or playing and is available 24/7 via laptop, tablet, and/or mobile device.
The now-debunked prediction that 50% of all searches will be conducted by voice in 2020 still occasionally appears in presentations and articles. However a new voice technology survey from Adobe finds that 48% of consumers are using voice for “general web searches.” This is not the same as “50% of all searches,” but it indicates growing penetration for voice as a search interface.
You might have developed the best creative in the world as far as your central team is concerned, but the real test is when the time comes to implement the creative in local markets.
Carrying out thorough research is key to ensuring your global creative can be adapted for local markets — but if you rely on central assumptions, the road ahead will be rocky.
Read on to discover the common stumbling blocks businesses face when they haven’t taken local markets fully into consideration, ways to avoid them, and how a global toolkit can help.
This year, Mailchimp changed its prices and provided a valuable lesson for subscribers and buyers of marketing automation platforms: Be aware that your marketing platform vendor can make changes at any time — you need to scrutinize the terms from these providers to avoid being surprised when your bill comes.
The information needed to support even the simplest ecommerce or retailer website, its output and input channels, its integrated systems and related platforms, is phenomenal. And of course, keeping it up to date and in order is a mammoth task. A single brand may have a variety of products range on sale across numerous retailers and countries, and undergoing endless iterations and innovations. Every change has to be fluidly and accurately logged, distributed, and published. And equally, every redundant asset has to be found, and either removed, archived, repurposed or even deleted for good. Just thinking about it all is enough to give you a migraine.
Join a who's who of CMOs and other industry movers and shakers who will share their remarkable stories of mastering brands and driving results in ways that didn't even seem possible a few years ago. As one past attendee noted, "This is unquestionably the biggest and best gathering of senior marketers in the country, and it's a great opportunity to confirm and learn about the latest trends and recent best practices." By any measure, ANA Masters of Marketing Week is the industry's premier annual event, attracting more than 3,000 attendees.
A digital transformation is a business transformation. It should be treated as a process - not a project.
It is easy to fall into the trap of treating a transformation like a technology project, but technology is the facilitator, not the end. At the outset, a clear idea of what you want to achieve and how your business will fundamentally change will require a more holistic approach.
Whether you are rolling out Analytics, IoT, Cloud, Social, AI, Mobile, Blockchain, Martech or Augmented Reality, digital transformation is all about being agile - move with speed, make adjustments and move forward.
Focusing on five essential elements will help to maximize the return on digital investments.
Agile frameworks can be overwhelming to marketers encountering them for the first time, so it’s no wonder the simplest practices have the highest adoption rates.
Few things are simpler (at least on the surface) than the daily stand up, making it one of the first rituals to make it into a new Agile team’s day-to-day routine.
We all know the incredible impact of live, in-person events—but demonstrating that value can be extremely challenging. With companies on-average spending about 25% of their marketing program budget on live events, the need to maximize trade shows is increasingly important.
In this webinar, you’ll learn how to:
• Get the right people to your booth at the right times.
• Ensure your brand is resonating with attendees.
• Capture leads and insights in a seamless, meaningful way.
• Tie those leads to a campaign for Insights and ROI.
The impact of micro moments can be hard to quantify in the workplace. Even the most avid follower of time and motion studies would be hard pressed to account for the cost of a single extra click or unspoken thought. But bring thousands, or perhaps millions, of those micro moments together and a company is suddenly faced with an enormous chunk of time and money that it can either win or lose.
A great example of this, point and case, is the effect that unique, joint venture agency, Spark44, and a digital asset management (DAM) platform has had on Jaguar Land Rover’s (JLR) business results.
Growing your email list and getting your readers to opt-in is getting harder and harder these days.
With web users growing more overwhelmed with content being served to them from all over the world, they have less time to pause and read closely. And they are even less willing to become your regular readers and subscribers.
Mobile CRM services growth is coming as digitized workforces make real-time access to critical information a necessity to foster streamlined operations, Future Markets Insights said. Businesses are placing customer satisfaction at the top of their priority list and are seeking insights for their sales efforts. "CRM on demand" is a significant trend in the mobile CRM market, as businesses turn to cloud-based suites that promise flexibility and scalability, per the report.
When done right, Requests for Proposals (RFPs) will lead to more relevant and revealing responses from vendors. Alas, most RFPs become overly vague and feature-driven, rather than outcome focused. We can do better.
The day-to-day life of remote work has its upsides. Your commute is the distance between your bed and your living room. You have privacy. You can wear what you want, eat when you want, and set up your desk how you want. In a way, it’s liberating.
But it’s also lonely. “I really love working remotely, but it seems like the relationships I have with my virtual peers are merely professional and nothing more,” says Déborah Andrade, the San Francisco-based vice president of communications for the Brazilian data warehouse SlicingDice. “I don’t feel my remote colleagues are as much a part of my life as they’d be if I worked with them in person.”
IntelligenceBank CEO Tessa Court explains five ways in which technology can prevent a marketing compliance breach
The FDA and Federal Trade Commission’s recent crackdown on social media influencers omitting health warnings about nicotine has once again put the topic of compliance in the spotlight among marketers. With so much more now at stake for brands, many C-suite executives are having to check that their marketing departments are dotting their ‘i's and crossing their ‘t’s as well as ensure measures (such as the right tech) are in place so the company doesn’t end up being slapped with a compliance breach.
A recent Gartner Report predicts that by 2021, only one-quarter of all midsize and large organizations will successfully target new ways of working in the majority of their initiatives. Which means most will fall behind when it comes to enabling distributed and multi-generational workforce via cloud-based tools, adopting IoT to transform the physical workplace, and leveraging new technologies to drive higher employee and customer engagement.
Yes, the new technologies might be installed. Some employees may even be trained to log in and use them. But a truly successful digital workplace goes further: it helps employees understand how to use these new tools to solve problems and create opportunities that provide unanticipated value to the organization. Over the next several years, this — the ability to creatively exploit emerging technologies, rather than simply knowing how to use them — will be the greatest source of competitive advantage for 30% of organizations.
If innovation is a priority in business, how do brands structure their teams to ensure new ideas flourish, which instinctively challenge the status quo?
Brands from telecoms and FMCG to food and drink are experimenting with hybrid models, from trying out closer integration to creating hived-off hubs and copying the much lauded ‘fail fast’ startup mentality.
In a recent survey conducted by Nuxeo, the leading cloud-native Content Services Platform (CSP), two-thirds (67 percent) of respondents said sensitive content is accidentally leaked externally at least once a quarter, while one in five (20 percent) said this happens at least once a month.
The survey of 1,000 sales, marketing, and creative professionals in the US and UK also revealed that 74 percent of respondents have recreated content they know exists but cannot find.
A lack of the right tools to manage company content was a clear theme that emerged from the study. More than half of respondents (56 percent) admit to using systems or tools not provided by their company to store and share company content, a concept known as shadow IT.
Contract workers have been a fixture in the IT employment universe for several years now — indeed, for many companies, most famously Google, contract workers outnumber full-time employees. About 32% of tech industry roles are now freelance, according to a report by Porch.
Given that, is there a case to be made that digital transformation should be any different?
Direct-to-consumer (DTC) business models have been heralded as the antidote to disruption. From the moment Unilever wrote a billion-dollar check to a unicorn, virtually every brand that sells a product in a store has been tripping over themselves to figure out their DTC strategy before they get Dollar-Shave-Clubbed upside the head.
The promise of DTC is that brands can own the relationship with customers directly to avoid paying a huge "tax" to retailers or Amazon. For established brands, it offers the opportunity to stave off upstart competition from start-ups as well.
Artificial intelligence brought the promise of automating one of the most time-consuming and manual processes in digital asset management – asset tagging. With artificial intelligence, thousands of existing and new assets can be processed in a matter of hours, rather than weeks.
But, while AI is able to suggest relevant metadata, human verification is still required to evaluate the levels of accuracy and relevance to the business. As we implement AI into a DAM, we need to be careful to do so in a way that makes asset metadata more meaningful, not less, so that DAM administrators can make assets more easily discoverable.
Here are 6 best practices to help you achieve this and ensure your team successfully implements artificial intelligence in your DAM.
Abigail Hart Gray, Director of UX at Google, is one of the most inspiring design leaders we know. A self-proclaimed analytics nerd, Abigail uses numbers to deftly communicate the value of design to her colleagues, giving her team the runway to do great work.
In this episode of the Design Better Podcast, Eli and Aarron get Abigail’s take on measuring design’s impact on business, how parenthood has changed her approach to problem solving, and more.
According to Gartner research, marketing leaders report allocating 7.4% of the marketing budget to content creation in 2017. Furthermore, marketers named content creation and management as their top two digital priorities for 2018 in a Gartner survey of marketing decision makers conducted at the end of 2017.
Managing marketing assets and scaling content operations are top priorities for marketing leaders, which is driving increased investment in digital asset management platforms.
Join host Kristina Halvorson and guests for a show dedicated to the practice (and occasional art form) of content strategy. Listen in as they discuss hot topics in digital content and share their expert insight on making content work.
Register for Brandfolders webinar, Minimal Disruption Involved, with NEON Consulting, specialists in MarTech delivery. We’ll be discussing:
- Practical tips on how to gain widespread adoption and simplify workflows
- How to champion a tool intended to be used by hundreds or even thousands of users
- How to avoid common MarTech project roadblocks
- Real life examples of how organizations get it right
In recent years enterprises have worked hard to modernize and optimize their marketing and digital experience technology stacks. In most cases, however, silos still persist, and enterprises struggle to provide coherent customer experiences and campaigns across touchpoints.
In this recorded briefing RSG founder Tony Byrne takes you on a tour of a new reference model for the omnichannel era. Tony shows you how to guide your future stack investments towards supporting omnichannel needs, and what this means for content, data, decisions, and operations. If you manage one of these tech stacks, this is a must-see educational session.
How does an established, global brand transform itself into a digital powerhouse? Nearly ten years ago, Land O'Lakes, Inc embarked on a mission to do just that. Join us for a live webinar to understand the challenges the company faced at the beginning of their journey, and the key decisions around people, processes, and technology that enabled Land O'Lakes, Inc to evolve into the highly effective, highly integrated digital marketing organization it is today.
Hear from marketing operations and content leaders from Land O'Lakes on best practices for uniting your marketing tech stack and delivering alignment, efficiencies, and ROI on an enterprise scale.
Video was first recognized as a primary content marketing channel in 2016 and has refused to slow down since. With one-third of online activity being spent watching video (according to WordStream), it's become more important than ever for marketing teams to understand trends in video consumption and deliver a high-quality video experience.
From time-lapse videos to growing collections of GOPRO videos, 4K (also known as Ultra HD) video production has become the norm for consumer markets and, in turn, has become the standard for marketing content.
Download FADELS whitepaper Content Usage in an Omnichannel Marketing World, featured in the Journal of Digital Media Management. Authors Melissa Pauna, Creative Content Steward for Banana Republic, and Devi Gupta, Marketing Head at FADEL, provide advice on centralizing content and content rights, process governance, automation and leveraging data insights, and drill into a real-world example to examine how omni-channel marketing affected the content strategy at Banana Republic/Gap, Inc.
Host Adam Fraser interviews marketing industry thought leaders from around the globe, including CMOs, academics, authors, consultants and speakers in this podcast about the strategic marketing landscape. By speaking to the brightest minds in the global industry with a wide ranging 'fire side chat' interview approach, this podcast will help you rise above the noise to join the dots and make sense of the fast moving and ever changing marketing sector.
With guests including Scott Brinker, Jay Baer, Jeremy Epstein and more, you’ve come to the right place to hear from the who's who of the global marketing sector.
A marketing plan with visibility (from multiple points of view) is one that’s designed to meet often complex corporate goals tied to specific strategies for growth. And while this might sound fairly obvious, a lot of companies aren’t hitting the mark when it comes to visibility in their marketing plans.
Visibility is a big deal and your marketing plan depends on it. A viable plan needs to include KPIs that can measure the effectiveness of its campaigns, programs and tactics. Without this, you're unable to track progress and use the findings to create a more viable and effective upcoming plan.
As the well-known adage goes, change is inevitable.
Some of us embrace it while others resist. Managed well, change can be incredibly impactful and transformative. It gives people the opportunity to find better ways to work or challenge the status quo.
For marketers, change is a fact of life. Campaigns can change on a dime. Deadlines and budgets can shift and some ideas never make it to market. For marketers who work in Opal, change is often met with optimism and order. But not all teams who work in Opal are similar and the path to becoming champions of change, vs. those who are more reactive or resistant to change, is not a straight line.
Decision-making around marketing technology (martech) investments has become more complex than ever. With constant changes in technology options and ever-increasing customer demands, the process of choosing tools that are agile and as spot-on as possible has become a major marketing mountain to climb.
Seasoned marketers are well acquainted with bulk email marketing blasts (as are most consumers). It’s a haphazard email marketing tactic that often lacks efficiency, personalization and authenticity.
Trigger-based email marketing campaigns, on the other hand, can generate four times more revenue and 18 times more profits. That's why marketers are turning to email drip campaigns.
As the members of the CX50 list demonstrate, a great customer experience doesn’t just make people feel good, it translates into tangible business results – but the field is getting more competitive all the time.