A Blueprint for B2B Design

| July 27, 2018

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According to a 2018 McKinsey study that analyzed two million pieces of financial data and 100,000 design actions over the course of 5 years, design led companies had 32% more revenue and 56% higher total returns compared to companies who put less focus on design. This holds true across industries and company sizes. Design is no longer a nice to have — it is a proven value driver for business growth. Despite this proven impact, companies often struggle to implement strong design. Rapid marketing and product iterations, growing global competition, instant access to information, and reviews and comparisons are key factors and considerations.

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The Woo

We are digital and content creators who meld data and insights with brave new thinking to produce strategic and award-winning creative work. Based in LA, our in-house production capabilities mean nothing comes between us and the vision we set forth for our clients.

OTHER ARTICLES

Why Should You Hire a Social Media Agency?

Article | August 17, 2020

Social media is engrained in our everyday lives so seamlessly it has simply become an extension of who we are and how we communicate with the world around us. The same goes for brands. However, when it comes to crafting that perfect tweet or LinkedIn post to promote and amplify your business goals, it’s easy to feel lost – this is where a social media marketing agency comes in.

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Strategy. Marketing Re-Invented. Light and Time

Article | August 17, 2020

1.What is strategy? For me it has been three simple words. Future Competitive Advantage. What will the future look like? What will people need and expect ? How will demographics, technology and other global shifts create new competitors or recharge current competitors and how will categories blur, blend and maybe even disappear ? Amidst these new expectations and changing competitive dynamics what advantage will your company offer? A differentiated or better product? A competitive moat of network effects, scale or some other dynamic ? A better experience? Speed and value? While Strategy firms can be amazingly helpful in guiding companies through these questions, most leaders already have a gut instinct on what needs to be done. The deep dive documents, the chanting strategists and the long march of meetings are to bring others along and to provide an intellectual and analytical framework for a decision that clearly had to be made. If you work for a firm and you have an idea of where the future is going and how changing peoples expectations and emerging technology are going to create challenges or opportunities I strongly advise that you should go to your management and share your thinking. All you need to talk about is future competitive advantage. 2. Marketing Re-Invented Intelligence is the ability to simplify and not dumb down. To create a way to share and think through complexity by getting down to core issues and ideas in modular ways that people can understand and build from. Frames are helpful in not only getting the audience to understand but it is a great way to tell your story. Think of frames as a spine you hang the bones of your ideas on. Here is my frame for how marketing has changed and is changing that I use as a way to help guide people I advise. I call it the ABCDE model of the future of marketing. Audience. Brand. Content. Data. Enterprise. For each of these areas I believe there have been 3 key changes which explains both the birth of new firms, why some companies are crossing the chasm into the future and others are struggling. I call it the 5X3 Frame for the Future of Markeing. Few firms have all 15 areas covered but it is a great way to develop action plans and to make a case for change. a. Audience: Who we are marketing too, how we find them and their mindset has shifted greatly over the past decade. From Consumers to People with God Like Power: The biggest mistake companies make is they view things through the lens of their Brands and see us as Consumers. Very few people define themselves by the brand they consume. Even an incredible company like Procter and Gamble with dozens of billion dollar brands cannot understand me if they look at me only through the lens of their Brands ( they are too sophisticated to do that) because at the core all their Brands are about dirt removal. Dirt removal from my teeth, clothes, dishes, butt, kids butt etc. Do you define yourself by dirt removal? Or brands that want to have relationships with me . Very few people want to have a relationship with a brand. I want my headache to go away and not have a relationship with Tylenol. It is key to think about people and not consumers. But even more key is to stop using words like enabling/empowering and other BS ( Yes Google, Apple and a few other companies empower consumers) but most Brands are grappling with highly empowered people who via use of Search, Social, E-Commerce and Mobile destroy any arbitrage of price, information, or place that a Brand though they had. If you were to describe what we can do with a mobile phone to someone 15 years ago they would say why that is “God-Like” power. From passive to interactive: A decade and a half ago we thought of people we marketed to as an audience since they were primarily passive receivers. Today they create, share and interact and some of them are so impactful that we call them Influencers and there is an entire ecosystem of Influencer Marketing. From Segmentation to Re-aggregation: As media becomes digital we need to understand that people come to digital media one at a time. There is no mass media that we segment by finding channels or magazines with high proportion of the people we are marketing too. The power of Google, Facebook and soon Over the top television is the ability of self service tools to buy and scale individual interactions one at a time. We no longer are going from a cow of a mass audience to a steak of a segmented audience. Rather we are are re-aggregating single pieces of mince into a hamburger. b. Brands: Brands continue to be important but the way they are built is changing greatly. Today Experiences, Purpose and Employee Joy matter the most in building Brands. These changes explain the long term secular decline of advertising and communication but the renaissance and rise of marketing. From Communication to Experiences: Jeff Bezos of Amazon said some companies spend 30 percent of resources on building a better product or experience and 70 percent telling people about it. Others spend 70 percent of their effort on product and service and 30 percent on telling people about it. Jeff said Amazon was the latter company. In an era of empowered people connected to each other the focus should be on the experience. The brand is the experience and experience is the brand. From Great Words to Purposeful Behavior: Purpose matters more than ever especially in todays time of social, financial and health challenges. Purpose is not some words left to wander on a lonely corporate website but the way a company or brand behaves. Employees as Brand Advocates and Key to Purpose and Experience : If a company does not invest and treat its employees well it will be very challenged on both the experience front ( angry, tired and worried employees do not deliver great products or experiences) but also any purpose statement rings hollow if you cannot look after your own people. c. Content: Content has always been a key to marketing. The three big differences is that there is much more of it, it is far faster and there are many new ways of making it. Think Poetry and not just plumbing: Today in a world of granular targeting and algorithmic trading we can get the right interaction to the right person at the right time. But what are we paying as much attention to the interaction as getting it there. We must think of the poetry and not just the plumbing. T Think response not just creation: Many campaigns are started by people. Meme’s or perspectives of about your brand can ricochet all over the world and you need to ensure that in todays world of weaponized platforms you have a world class risk intelligence partner and a rapid action team Never Forget People choose with their hearts and use numbers to justify what they do: Content that moves is content that moves product. d. Data: Data is key to future of marketing. It is like electricity. Without electricity one can not keep the lights on. Without strong data a company cannot compete. It is necessary. But it is not sufficient. Because just like few companies differentiate themselves by how they use electricity, very few companies will find a competitive edge in data. It will be a key ingredient and not the be all or end all of strategy. And very few companies will be able to live on their own data. The three areas to focus on data are Quality versus Quantity: If 90 percent on data has been created in the last two years most companies “data lakes” are filled with muck/mud/ slime. Real Time Access and not just Ownership: First party relationships with people who buy from you are key. Using platforms as the roadways to reach them will lead to high tolls or blockades. But first party data alone is not enough and how to access and partner with other firms both to build a better understanding and bridge to people but also to design better and more comprehensive products and solutions. Meaning versus Math: Data is not information, knowledge or wisdom. Algorithms are bias embedded in code. How do you integrate, interpolate, interrogate data and involved diverse mindsets, interconnect to larger trends and add imagination to make meaning from math. e. Enterprise: If a company is to deliver experiences in a world of people with god like power while steering itself with a purpose and looking after its stakeholders particularly its employees but also making sure it delivers tangible results today it will new to sculpt itself into a new form by building new muscles. The Paranoid Die. The Schizophrenic Thrive: Andy Grove the late CEO of Intel said only the paranoid survive. In todays age where we need to connect and work together this leads to polarized and insular thinking which explains why Intel has become a shell of itself and is a shadow in the world of Taiwan Semi-Conductor, Nvidia, AMD and ARM (which Nvidia might buy). Rather than Paranoia the right mindset is Schizophrenia. Companies should run two models. One focussed on delivering today and the other on building a new tomorrow where some of the best talent are given all the assets of the companies and none of the liabilities and asked to do whatever it takes to move into the future including eating and harming todays cash cows. Culture is the result of what fear free diverse people do when no one is watching: To navigate change companies need fear free cultures of diverse people and mindsets led by leaders who do the shit they claim others should do. Incentivize and train for change and worship no sacred cows. Trust is speed: If a company wants to be high velocity it must be one built on trust. A company where information and decision making is transparent. Leaders are accountable and Cover your ass deck writing and meetings to prepare for meetings are minimized. How does your company or your Client companies do in the ABCDE frame? Hopefully you will find this frame a useful one to add/subtract from and an instigator to thinking and doing. 3.Light and Time As many of you know I love photography. I believe the best photography captures light and time. It tattoos and evokes memories. Here are four pictures of the Navy Pier Ferris Wheel and Ohio Street Beach on three different mornings that I took to capture different light.

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CONTENT MARKETING

7 Key Priorities for Content Marketing in 2022

Article | August 17, 2020

Content marketing in 2022is one of the most prevailing medium of marketing that B2B marketers adopt to escalate their business. It allows marketers to share relevant, appropriate, and engaging content. With the help of content marketing, you can easily attract your audience and convert them into long-term customers. In addition, content marketing also helps enhance Google visibility, performing SEO in a better way, create persuasive campaigns for different channels, encourage your audience to know more about your brand, and share your content with others. Content marketing is an amalgamation of consumer-based and researched content to enhance customers’ engagement by providing valuable, informative, or entertaining content. Let’s dive deep into how content marketing is significantly valuable, advantageous and gaining humongous popularity. Marketing Research and Analysis Research and analysis is the initial step to designing alluring content marketing. Before creating content, you must research competitors, trending platforms that you can utilize to publish your content, content appropriation, the voice of the content, statistics, survey, consumers’ perspectives on the different campaigns, trends related to industry topics, etc. Researching for content marketing in 2022decreases the business risks and enhances your content’s quality in every aspect. Buyer’s Persona According to Judith Magyar, Senior Director of Strategic Content Development at SAP For curating effective content, the key is to define your audience and identify what’s top of mind for them. Then think about what you want them to think, feel, or do once they access your content. Buyer’s persona is the utmost important approach in content marketing. It allows you to understand your target audience thoroughly and intellectually. It assists in creating engaging and required content. Buyer’s persona simplifies the concept of content creation and improves your campaign. The Buyer’s persona elaborates on the consumer’s expectations, habits, pain points, demographics, perspectives, etc. Thus, knowing about a buyer’s persona provides innumerable leads, boosts brand credibility, and enhances conversion rates. Voice, Tone, and Style of Writing The voice of the content means your organization communicates with its consumers or prospects. Tone expresses how you convey your thoughts on a specific topic. There are certain different guidelines that organizations follow while communicating with customers. Implementing these elements in your content creation makes your campaign qualitative and provides a unique experience to visitors or customers. Qualitative and Quantitative Content There are many challenges in content marketing that different marketers are facing, but one of the biggest challenges with content marketing is to create qualitative and quantitative content. There are various digital platforms where you can’t post quantitative content. It always differs from channel to channel and is based on consumers’ requirements. Significance of Technologies Technologies make jobs easier and time-saving. It also helps in improving content strategy. Different industries such as hospitality, education, IT, B2B marketing, tourism, fashion, etc., adopt cutting-edge technologies. Prominent marketers implement different kinds of advanced technologies, for example, artificial intelligence, machine learning, natural language processing, sentiments analysis, etc. These powerful tools are highly advantageous to understand customer’s requirements, designing influential campaigns, making robust strategies, doing competitive analysis, creating content, enhancing customers’ experience, etc. Different forms of Content in 2022 Different kinds of content, for instance, infographics, videos, blogs, articles, etc., have different purposes according to their usage. Therefore, you can utilize these contents according to your need or customers’ requirements. Videos are quite catchy, attractive, and easy to consume. You can create an amazing impression on your target audience by creating alluring videos. White papers are extremely useful for informing your audience by providing them narrative content, social proof, statistics, and valuable information. Things to Avoid There are plenty of rules or advice that can be easily found regarding content marketing.Still, the most important aspect of content marketing is to avoid the mistakes that numerous companies are doing. So here are some crucial points that you should follow while strategizing your content marketing. Try to avoid creating controversial, political, or religious content. It can harm the audiences’ sentiments. Avoid following each channel of marketing blindly to promote content. Make sure there are no grammatical mistakes. It is best not to use unprofessional language, jargon-filled or harsh language. Final Thoughts The priorities mentioned above are extremely helpful to scale your business in terms of profitability, lead generations, audience engagements, customers’ experience, brand recognition, and driving positive ROI. Frequently Asked Questions Which form of content is the most appropriate and influencing? There are different forms of content such as blogs, articles, videos, infographics, whitepapers, social media, etc. It depends on what kind of audience or channel you are writing for. What should be avoided for content marketing in 2022? Compromising with the quality of the content, making fake promises, investing in all channels, lack of research, lack of evaluating experimented content, and having less information about buyer’s persona should be completely avoided. What makes content unique? Relevancy, informative or educating approach, SEO optimization, persuasive style, appropriate grammar, engaging content, adding trust factors, innovative ideas are the elements that make content unique and influential. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Which form of content is the most appropriate and influencing?", "acceptedAnswer": { "@type": "Answer", "text": "There are different forms of content such as blogs, articles, videos, infographics, whitepapers, social media, etc. It depends on what kind of audience or channel you are writing for." } },{ "@type": "Question", "name": "What should be avoided for content marketing in 2022?", "acceptedAnswer": { "@type": "Answer", "text": "Compromising with the quality of the content, making fake promises, investing in all channels, lack of research, lack of evaluating experimented content, and having less information about buyer’s persona should be completely avoided." } },{ "@type": "Question", "name": "What makes content unique?", "acceptedAnswer": { "@type": "Answer", "text": "Relevancy, informative or educating approach, SEO optimization, persuasive style, appropriate grammar, engaging content, adding trust factors, innovative ideas are the elements that make content unique and influential." } }] }

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How To Take Advantage Of Artificial Intelligence In Social Media Marketing

Article | August 17, 2020

Do you really know what Artificial Intelligence is and what it can do for business? Many concepts define this technology and the number of opportunities it provides. Still, the truth is that we could give you a specific definition adapted to the sector to which it is applied. In this post, we will talk about how to take advantage of Artificial Intelligence in social media marketing. Artificial Intelligence is an indispensable tool that can help in many sectors: medicine, education, public sector, tourism, financial, etc. In the last decades, we have witnessed the birth of other tools that have modified our capacities and, in many ways, the way we relate. Beyond the Internet and the result of this advance, social networks are born, which, like the Network of Networks, is also used in different sectors, connecting businesses, people, and redesigning forms of communication. The most exciting thing in our century is that Artificial Intelligence (AI) is poised to become the next technology of recent times. Like Facebook, in a few years, Artificial Intelligence in digital marketing and social networks will become such an essential pillar of our daily interactions that future generations will not be able to contemplate what life was like without it.

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Spotlight

The Woo

We are digital and content creators who meld data and insights with brave new thinking to produce strategic and award-winning creative work. Based in LA, our in-house production capabilities mean nothing comes between us and the vision we set forth for our clients.

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