Best Free Online Marketing Guide For Online Entrepreneur

30-second summary: Social media platforms allow anyone to publicly call out people and brands when they did or said something offensive or abusive Cancel culture is public outrage targeting an individual celebrity or a brand for their public statements or actions How do you keep your brand safe from being canceled in 2022 and beyond? If you were affected by cancel culture, how do you control the damage and recover your brand image? Let’s find out! In 2021, major celebrities and brands like J.K Rowling, Ellen DeGeneres, Netflix, L’Oréal, and McAfee faced the wrath of netizens due to their actions, either intentional or unintentional – this was cancel culture in full throttle. People want to hold brands and celebrities accountable (at least for most of it) and marketers need to acknowledge that it is here to stay. According to PEW research, 58 percent of U.S. adults say in general, calling out others on social media is more likely to hold people accountable. While there are ...

As marketers, we’ve grown reliant on data – of all shapes and sizes. No matter how seemingly inconsequential, we crave the data. The pandemic has gone and ruined the perfect data-driven pictures we’d created of our customers, our market and our products, to set strategies for growth. This creates a big challenge for marketers even as we transition to ‘living with covid’ . Before the pandemic, we never would have made strategic marketing decisions on data that was two years old. That’s exactly what most marketers are being asked to do right now. Unfortunately, we have to consign the past two years of data to the bin, just like the kettlebells, athleisurewear and whatever other fad purchases we made under the duress of the pandemic. Real-time data, or bust! New viral strains have created hesitancy and reluctance to return to previous ‘normal’ behaviors even if there are no restrictions forcing their hand. And this consumer hesitancy has a significant impact. McKinsey data shows that...

TikTok. Love it or hate it (or scroll on it for hours!) the social platform has exploded in use over the last few years with annual user numbers reaching over 1 billion in 2021. Fazoli’s, an American fast-casual restaurant chain based in Lexington, Kentucky recently decided to grow its presence on the platform. They trialed various content formats and brought an advertising agency on board to help them break through. Now Fazoli’s TikTok page ( @fazolisitalian ) is skyrocketing in numbers with posts reaching 400-800k views, their campaign “Fazoli’s Test Kitchen” has been nominated for a Shorty Award , and they see further opportunities for success on the platform. We sat down with Will Hanrahan, senior manager for digital marketing at Fazoli’s, to learn more about how they got started with TikTok, what has worked and what hasn’t, and where they see their content going in the future. Reaching new audiences Initially, the restaurant’s drive to create content on TikTok came as a desire...

Even though consumers enjoy having the world at their fingertips, they have become all too aware of how much their personal data is abused. According to the Nielsen 2021 Trust in Advertising Survey , 36 percent of respondents distrust ads on social networks, while 36 percent distrust ads served in search engine results. “As people more frequently shop online, they’ve realized the top ads are not necessarily the best option,” says Josh Stephens, director of Digital Marketing at CWT, one of the biggest travel companies worldwide. “If consumers do not recognize the company name, they will not pay attention, so the ads are becoming a sort of screen blind spot.” Daniel Creed, head of marketing, planning and effectiveness at Santander UK adds: “As media (particularly online and social channels) attracts increasing public scrutiny and politicization, brands increasingly risk becoming embroiled in controversy seemingly by their mere presence on a given platform at the wrong time.” Fraudule...

30-second summary: Digital marketing budgets as a portion of revenue were halved in 2021 and spend levels are not predicted to recover in 2022.  CMOs need to stake their claim in transformation programs. Digital marketing leaders can maximize their spend by capitalizing on enterprise-wide investments in digital and data and focusing on valuable customer segments. Deborah Womack , Associate Partner, Marketing Transformation Ernst & Young LLP, offers five actions for Marketing Leaders to take now – plus a bonus that will help unlock investment potential through internal strategic alliances For those CMOs and marketing leaders that find themselves with almost half the budget compared to 2020, squeezing maximum value from every customer interaction while providing customers with the experiences they desire is this years’ biggest challenge. Shrinking marketing budgets + growing demands As brands seek to recover from two years of uncertainty, marketing leaders are facing s...

As brand marketers, it’s our responsibility to create brands that people view positively and want to connect to. When marketing is inclusive, your brand has a better footing with an even larger audience and creates even stronger ties with your customers. Inclusive marketing considers diversity in all forms— age, appearance, ethnicity, gender identity, language, socio-economic status, religion/spirituality, physical abilities, and neurodiversity—to reach people from all backgrounds and walks of life. When done correctly, inclusive marketing reflects real people in the real world, including those who are marginalized and underrepresented. ‘Inclusive marketing’ is not the same as ‘diversity and inclusion’ Sometimes, people think ‘diversity and inclusion’ and ‘inclusive marketing’ are the same things, but that’s not the case. Diversity and inclusion are important elements involved in building an inclusive workplace. Whereas, inclusive marketing is what you do to remove exclusion through...

While every good marketer (and great brand) knows the importance of personalization, the larger challenge lies in delivering these experiences at scale. As Covid-19 hit the world, Walgreens — one of America’s largest and oldest pharmacies – needed to offer security and emotionally reassure customers. And to achieve this it needed to tap into deeper customer experiences across both physical and digital touchpoints. We spoke to Rego Marquiis, Head of Creative at Walgreens, to understand how Walgreens achieved this through The LOOP , a newly formed, in-house creative organization comprising performance storytellers. Walgreens’ focus on performance storytelling Performance storytelling integrates creativity and data analytics to ensure creative teams deliver against business results. It empowers the business to test, learn, and optimize content in real-time and use these observations to scale and enhance future marketing strategies. To replicate their values and better serve their cus...

As the physical world temporarily shuttered due to COVID-19, society made space for a virtual world, one that is rapidly growing and holds significant potential for brand activations. The metaverse – particularly the gaming metaverse – is skyrocketing; it’s expected to become a $400 billion-dollar business by 2025. Roblox, an online gaming platform in the metaverse, in particular, is seeing significant momentum, now with 43.2 million daily users worldwide. Global brands across categories, including Balenciaga, NASCAR, and Nike, have activated on Roblox after being drawn to the platform’s growing audience and relatively low barrier to entry. However, these activations have been met with varying degrees of success. The metaverse is still in its infancy and bringing a brand to a digital platform like Roblox means striking a delicate balance between preserving brand guidelines and adapting to the creative parameters of the platform. As marketers jump into the exciting world of Roblox, h...

At ClickZ we believe senior marketers should be presented with thought leadership experiences that offer significant value and insight into the industry. As a highly collaborative and creative community, marketing leaders are eager to explore and address the challenges keeping them awake at night and the pains plaguing their day-to-day. Staying close to the marketing community is not only a starting point for the ClickZ Collective , it’s the guiding light influencing every element of its offering. As the architect of the program, I’m delighted to walk you through what is in store and contextualize how the ClickZ Collective is a direct response to what you’ve asked for – a collaborative space where you can proactively tackle business priorities. The agenda The ClickZ Collective on 30 March will be broken down into morning and afternoon sessions. Each session will open with a keynote (or a scene-setting discussion). These sessions have been built with your requests for conversations...