A link to the superclear webinar by Les Binet. In the first few minutes, he explains why the combination between short-term activation and long-term matters. Must view for everyone who’s involved in marketing social advertising and content.
How to jump in a gap … combine #content with fashion and create a new movement. “Not only do people want to maintain a healthy lifestyle, but they also want to be seen as healthy and active by others. How better to do that than through your clothing?” “The way that people perceive one another is largely tied to their appearance.”
Outdoor Voices built a $100 million company by exploiting a market gap – Jilt
Outdoor Voices entered a crowded athleisure market and succeeded by finding and exploiting a gap in the market, redefining “active living” in the process.
Outdoor Voices — Technical Apparel for Recreation
Outdoor Voices is an active lifestyle brand that believes in freeing fitness from performance and embracing activity with ease, humor, and delight.
The Recreationalist – The Resource for Recreation
Featuring community-focused stories, inspiration, guides, and more, The Recreationalist is the Resource for Recreation.
Impact on marketing post-Corona, 7 non-obvious. From content babies overload to nostalgia to the explosion of innovation.
7 Non-obvious coronavirus implications for marketing | Schaefer Marketing Solutions: We Help Businesses {grow}
Coronavirus implications for marketing are straight-forward, but there are some non-obvious things to think about. Coronavirus implications for marketing are straight-forward, but there are some non-obvious things to think about.
‘The traditional way to create content, for instance, is to roll out periodic, one-size-fits-all campaigns that can be modified only to a limited extent. On the other hand, a modern marketing organization has systems that allow for large volumes of messages and content to be constantly created, monitored by performance analytics, and then adjusted as needed.’ For guidance and information on online marketing contact a link building services company.
Modern Marketing іѕ a hоlіѕtіс, adaptive mеthоdоlоgу thаt соnnесtѕ brаndѕ wіth rеаl customers аnd drives buѕіnеѕѕ rеѕultѕ by blеndіng ѕtrаtеgу, creative, technology, and аnаlуѕіѕ.
Mоdеrn Marketers are, bу nature, аgіlе, adapting tо сhаngіng tесhnоlоgу аnd саріtаlіzіng оn thе bеnеfіtѕ іt offers. Still, Mоdеrn Marketing іѕ mоrе thаn the tесhnоlоgу thаt fасіlіtаtеѕ it. We dоn’t lеt trends іn іnnоvаtіоn rulе оur strategies. Wе find wауѕ to mаkе technology wоrk for our strategies.
Though wе tаkе рrіdе in our аbіlіtу tо kеер uр wіth thе lаtеѕt іPhоnе release аnd thе grеаtеѕt IоT trеndѕ (that mау fall mоrе іn thе Pоѕtmоdеrn Mаrkеtіng realm), іt’ѕ more than thаt. It’s аbоut rеасhіng аudіеnсеѕ whеrе thеу’rе most соmfоrtаblе. Not every potential сuѕtоmеr is gоіng tо fаll on thе ѕаmе end оf thе technology spectrum.
‘We estimate that making this change can unlock 5 to 15 percent of additional growth and trim 10 to 30 percent of marketing costs.’
Thоugh thеrе аrе mаnу elements thаt mаkе uр a Mоdеrn Marketer, the саrrоt we аll drive tоwаrd іѕ buіldіng a brаnd experience that еngаgеѕ and іnfluеnсеѕ сuѕtоmеrѕ іn the rеаl wоrld.
Source: McKinsey&Company
Modern marketing: What it is, what it isn’t, and how to do it
To drive growth in the digital age, marketing needs to modernize a specific set of capabilities and mindsets.
“Last June, The Times used eight freelancers and tagging tech over three months to segment 1,000 articles from the previous 17 months. Each article was tagged with 16 different pieces of metadata, included criteria like the content tone, the headline type, the article format and geography. These tags were plotted against 10 metrics that show engagement, such as pageviews, time on page, whether someone has commented, saving, sharing, whether the reader is registered or a subscriber. That information has then been used to dictate content strategy.”
“For example, over the last few months, The Times has published 15% fewer stories on the online Home News section after learning that news with no additional or exclusive content underperforms.”
“The social team has since gotten more strategic with promoting stories on Facebook based on the tone or headlines that would do well at driving referral traffic. Evans wrongly assumed that headlines typically drawing people in would drive more referral traffic.”
“It is built on a very simple but important consumer insight, which is when it comes to haircare consumers are very much looking for insight, inspiration, and tips from people like them.”
“This means the marketing tool needs to function much like an independent publisher working with a network of influencers to retain authenticity and build strong consumer relationships.”
“Gandhi explains: “We understand what consumers really care about and make sure we provide the right insights back to the brand. But on the reverse, we also make sure we recommend the right brands to the right consumers.”
founded in 2013 in Canada, global roll out
30+ editorial team
works like a newsroom
How Unilever’s haircare platform puts tech at the heart of content – Marketing Week
All Things Hair has a dedicated editorial team that aims to provide hair advice to consumers while sharing insights and data with brands.
Community is evolving 72% of people see community existing online as much as offline, and 74% now expect brands to actively contribute to society.
Sports fans are eager for 2020 With more than 1 in 5 people saying they start following their favorite teams or athletes a year in advance, this summer might just be the perfect time to start thinking about how you want to connect with these superfans.
Brands play a key role in the Instagram community They go to Instagram to discover and access a wide variety of sources and are especially fans of direct communications from brands. Fun and entertaining brand content presented in an authentic way (that’s not necessarily perfect) is often what stands out.
Summer Reading 2019: Facebook IQ Highlights for Planners
Which insights from Facebook IQ can you carry from the beach into the rest of 2019? We recap key themes from the first half of the year that planners and strategists shouldn’t miss.
Why you need to think like a publisher to become future-proof on content.
How to prepare for a future without Facebook
Decrease your dependency on social and Google
Avoid silo and channel thinking
Combine creative production with media buying
Set up a central content department including stakeholder management and editorial board
Balance between brand building, thought leadership and marketing campaigns
Report on business objectives instead of vanity metrics
In my book, I collect my 20+ years of experience with the best books on strategy and content. Crafted and written with a little help of AI :)
The outline in a nutshell. Tune and tweak in the details and pick what is relevant for you.
It’s a belief: First things first. Why the belief and the support from the C-suite is non-negotiable
• Part 1: Basics and Fundamentals. What do you need as a basic before you can even think about creating and publishing content
• Part 2: Structure. How to bring structure to your content and use data and research to make decisions.
• Part 3: Organization and Content Team. What you need to realize the central content production and media buying. From the employees to an organizational structure. Including that important stakeholder management. And to make a decision to in-house or not.
• Part 4: Tools and processes. What you need in workflows, processes, and tech. Plus: how to improve your brief to your agencies. ‘Sh*t in is sh*t out’ and having great content starts with yourself.
Sorry for non-Dutchies … it’s in Dutch :), date of recording May 2017.
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Deze aflevering draait volledig om het ontwikkelen van je contentstrategie. Fleur Willemijn van Beinum werkte voor grote partijen als KLM, Delta Lloyd en eBay. Tot voor kort zat ze bij Unilever als Gl