How to Set & Achieve Marketing Objectives in 2019

CLIFFORD CHI | March 14, 2019

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In the content marketing industry, setting objectives can be a double-edged sword. On the one hand, constantly raising the bar can incentivize your team to sustain your growth rate over long periods of time. But on the other hand, it can also incentivize your team to prioritize your company’s needs over your customers’ needs.You might be thinking that this is the nature of content marketing today -- in order to grow, you need to stay laser-focused on hitting your numbers. And, sometimes, to hit your numbers, you need to do what’s best for the business, even if it’s not the best move for your customers. But contrary to popular belief, solely focusing on the results doesn’t actually produce results. Focusing on serving your customers is what produces results. Tim Cook, Apple’s CEO, is famous for sparking this customer-centric movement. In 2015, he spoke at Goldman Sach’s Technology and Internet Conference in San Francisco, and a reporter asked him what were some of Apple’s biggest accomplishments from the past year. He responded, “We're not focused on the numbers. We're focused on the things that produce the numbers.

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OTHER ARTICLES

Product Spotlight August: Driving Up Engagement in Your Surveys

Article | August 13, 2020

Engaged, thoughtful responses are the lifeblood of genuine insights. If you want data you can count on for your biggest marketing, product and business decisions, you need to trust that that data represents the real opinions of real people. There are lots of features in the Attest platform to keep engagement high, but if you write a survey that bores respondents they’re likely to lose interest and focus, and this will result in less accurate results.

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Shoppable social media: future predictions from an influencer expert

Article | March 24, 2021

Who would have thought one-year ago that popular high-street stores would now be closing their doors for good? Or, that some of the country’s biggest brands would decide to focus solely on ecommerce? Well, neither did we. But due to the coronavirus pandemic, that is exactly what has happened for many businesses, particularly within the fashion industry. Now, we are living in a world completely dominated by social media and ecommerce, but what exactly does the future hold? Here, we speak to Amelia Neate, Senior Manager at influencer marketing agency, Influencer Matchmaker, where she shares her predictions for the future of shoppable social media and social commerce. The rise of ecommerce As we have seen throughout the last 12 months or so, there has been a huge influx in the number of ecommerce businesses coming to the forefront of their respective industries. And this probably wouldn’t have happened without Covid-19. In fact, it definitely wouldn’t have. The effects of the coronavirus pandemic have had a tremendous impact on several industries and sectors, many of which have been negative. However, it has accelerated the growth of ecommerce by approximately four to six years. And, following the closure of numerous brands within Arcadia Group and physical stores in the form of Debenhams, it is proof that brands must ensure they stay relevant and adapt to the ever-changing needs of their consumers. Social commerce: why is it so important? Not only has ecommerce taken a front seat recently, but we have now welcomed a new industry trend aboard. A similar concept to ecommerce, social commerce consists of the buying and selling of a product or service within a social media platform. With the number of social media users continuing to rise, and with 53 million active social media users in the UK alone, it is no surprises that brands and businesses have implemented a brand-new strategy to help boost sales. And, with 75% of businesses intending to dedicate an entire budget to influencer marketing throughout 2021, it makes perfect sense for them to be targeting their consumers more directly - which is exactly what social commerce does. Social commerce was well on its way to success in 2019, way before the pandemic had even hit, having generated an impressive $22 billion in the US alone. Social media is no longer simply a place to be confronted with tailored and personalised ads, but is a destination to shop and make purchases, too. Currently, Facebook and Instagram (which is owned by Facebook) have a shoppable feature within their apps. This allows brands, businesses, and anyone else with a business account to link directly to a product within their image, taking consumers straight to the product page of their website. What’s more, they are able to do all of that without even leaving the app they were originally on! Brands such as Zara and John Lewis are just two of the huge names that are utilising the apps and their new shoppable features. In doing so, this allows consumers to shop and purchase products without having to sacrifice their time on social media. We are all familiar with the likes of Instagram Stories and their popular swipe-up links. Well, this is taking it just that little bit further, and I don’t think it is going to stop there. The future of social commerce Shoppable social media is only going to become more widely used, and before we know it, we will be able to purchase an item with just one click – making it even more streamlined than it is currently. With features such as IGTV, Guides and Reels becoming increasingly popular on Instagram, it won’t be long before we are replacing hyperlinks with direct purchase links here, too. It comes as no surprise that currently, video is the preferred way to consume content, so just how long will it be until such features are integrated into the likes of YouTube and TikTiok? My thoughts? It will happen sooner than we think. Brands are continuing to steer away from traditional marketing methods and are working hard to build relationships with social media influencers to focus their budgets and campaigns on influencer marketing. This is just the beginning for shoppable content and social commerce, and I for one, can’t wait to see where it takes us.

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AI and Strategic PR: The new frontier

Article | March 5, 2020

In the last decade, the PR and communications industries have gone through a huge transformation, with the sources of information increasing exponentially in volume and speed, as well as a complete change in information consumption patterns. For example, 20 years ago, only a handful of publications could have a meaningful impact on the reputation of most companies. Today, this could not be further from the truth. Unfortunately, the new reality, driven by the changes on information consumption, is forcing PR professionals to focus on more tactical tasks instead of using their expertise to full effect. Artificial intelligence (AI) is the tool that will empower PR professionals to focus and be more effective on strategic initiatives. More specifically, the combination of AI and human expertise is the solution to many of their challenges. This symbiosis between AI and humans in order to improve each other is what we refer to as augmented intelligence. Not only will this increase their efficiency on the tactical tasks they spend significant time today (as explained in the previous blogspot), but it will also open new opportunities to be strategic and influential across the organisation.

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A Guide to Marketplace Optimization for CPG Brands

Article | December 11, 2020

The Coronavirus pandemic brought an old realization back to businesses – The devil is in the detail. As stores shut and opened tentatively, Amazon’s delivery cycles stretched and returned, and brands reconfigured production-supply chain combinations several times in a span of months, one thing was clear – staying strong and emerging through the current chaos would require close attention to details on a real-time basis: Where is the demand moving? What’s my inventory? What are my operating costs and profit margins on one channel vs. another? What are my buyers’ other options right now? How do I optimize digital assortments? What are the new and emerging customer needs? And amid the chaos, another thing became apparent to brands – they needed a robust digital strategy to not just drive through this crisis but to thrive in the emerging world. Driven by lockdown restrictions and the desire for safety, more consumers have moved online. According to research by Adobe Analytics, the total U.S. online sales reached $73.2 billion in June 2020, year over year up 76.2% (from $41.5 billion the previous year). Consumer research by various teams at Course5 Intelligence has shown that the pandemic has created a large population of first-timers on eCommerce, with a massive increase in online spending by those who were already shopping online earlier. Most research respondents said that their shopping would continue to be omnichannel in the future, with an increased share of online. And yet that’s only part of the reason why brands need an effective digital strategy. Even before consumers buy their products, they are looking online for information on what they want, availability, meeting the safety standards, and aligning with their preferences and needs. Google and Amazon have become the first point of research when users when to buy something, so digital lies at the very start of their purchase journey. And this is also where digital has distinctive strength over offline channels – the space and scope for a brand to define their brand, highlight distinguishing characteristics from competitor products, share user reviews to gain credibility, and deliver highly customized price-product offers, optimizing gain for buyers and the business. However, many CPG companies do not have their direct-to-consumer platforms; many are still focused on partnering with a variety of e-marketplaces that exist globally or regionally. How do you optimize your brand parameters for eCommerce platforms? Even though many brands have set up their own D2C sites (for instance, PepsiCo’s snacks.com and pantryshop.com), there is no comparison in reach with major eCommerce platforms such as Amazon, Walmart, Flipkart, Shopify, Tesco, Target, Alibaba, Costco among others; your brand needs to be here. Each of these platforms has different engagement parameters for brands. While Amazon has 1P (1st party – Amazon is the wholesale buyer and markets and sells to consumers) and 3P (3rd party – Brand sells direct to consumer via Amazon) options, with Fulfilment by Amazon (FBA) and FBM (Fulfilment by Merchant) options within 3P, others have a variety of other arrangements brands must choose. Making more significant decisions such as choosing the platform/s you want your brand on, the right selling/fulfillment strategy and base pricing to fine-tuning the advertising, product messaging, price, optimizing the supply value chain and product assortment on a day-to-day or week-to-week basis requires a combination of real-time contextual insight and the digital capabilities to be responsive. Course5 Intelligence has been helping CPG, Retail, and Technology brands use AI-driven insight mechanisms and digital capabilities to define their eCommerce strategy and improve revenues in three broad ways — WIN THE DIGITAL SHELF BATTLE Price — How do I optimize my pricing strategy based on various trends? Product portfolio — How do I optimize my product portfolio and packaging initiatives? Catalog — Which categories do I overplay? Market Share — How do I drive sales and gain market share faster than my competitors? Brand Hygiene — How do I optimize search, product discovery, and reach for all my SKUs? OPTIMIZE MARKETING SPEND Ad-spend Attribution — What marketplaces are delivering the maximum ‘clicks to revenue’? Purchase Signals — Are my ads targeted on purchase signals or on guesstimates? DEMYSTIFY DATA COMPLEXITIES Enable Quick Decisions — Do I have visibility on all dimensions and objectives? Expedite Data Semantics — How quickly can I glean insights from new data sources? Solve the ‘Alt-Tab’ Environment — Does my analysis exist in an ‘alt-tab’ environment? Or within a single product? These are just a few data points that drive action within an effective and profitable eCommerce strategy. CPG brands that would like to make lasting inroads to consumers’ online shopping habits will need to deliver compelling value to buyers continuously. To do this, they will need to expertly navigate a complex and dynamic set of parameters to shine through at every level of the buyer’s journey – from the first appearance on the buyer’s horizon to becoming their first and last choice, always ensuring that the numbers match across buying price to experienced value. Optimizing your digital marketplace strategy for the end-to-end buyer journey in an amorphous market landscape is the only way to stay ahead of the competition, establish category leadership, and increase revenue on a sustained basis.

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Spotlight

Magnetic

Our mission is to understand people’s needs and desires and do something useful with them. We believe marketers should be able to relate to people, not just react to clicks. We strive to understand the rich human perspective behind the action, with all of its subtle shifts in impulses and moods.

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