Best Free Online Marketing Guide For Online Entrepreneur

Black Music Month is a celebration of the substantial African American influences on music and songwriting in American culture. Each year, Pandora, the music streaming platform, honors Black Music Month with dedicated programming. In June 2022, its Black Music Month celebrations were topped off with a 3D out-of-home billboard in Times Square. Pandora worked with BCN Visuals to create this unique 3D billboard that was the first of its kind to use choreographed motion capture technology. The accompanying digital strategy made this Black Music Month celebration a triumph in ‘ phygital ’: Over eleven million impressions were generated by the billboard, live event, and social sharing Over five times the impressions were recorded for Black Music Month 2022 compared with 2021, 765% increase in listening to Pandora stations To learn more about Pandora’s Black Music Month out-of-home experience we heard from Anna Villierme, VP of Brand and Consumer Marketing at Pandora, and Davide B...

30-second summary: Digital marketing budget optimization has been a core theme in 2022, and will only become more pressing in 2023 Neal Schaffer speaks with six marketing experts and offers his own perspective to provide seven budget optimization tips He covers four easy tactical changes to action today, and three strategic tips based on data, testing, and prioritization As we enter a new year, and a potential recession, marketers everywhere are examining their digital marketing budgets. We are all seeking ways to get more marketing power with fewer dollars. There is no better time to look for fresh ideas. We should remind ourselves of what has worked in the past to find inspiration as we head into the new year. While I could blog and give you my advice, I enjoy reaching out to the amazing marketers that I know in my network to help tap into the combined wisdom of these marketers to give you different perspectives in hopes that you will find one that resonates with your specif...

30-second summary: The advertising-sponsored media model continues to win as Netflix and Apple add new advertising and sponsorship opportunities to their ecosystems While great for advertisers there is a flip side that needs to be considered from the consumer’s perspective Mark DiMassimo, Creative Chief of NYC’s leading agency, DiGo discusses the cost of bad-for-business advertising and its link to consumer behavior He also explains how the 3M approach can be mapped and actioned across the consumer journey to create positive behaviors (examples included!) Lu Chekowsky, a self-proclaimed hater of advertising, recently published a remembrance of her friend, mentor, and the closest thing the religion of creative advertising had to a saint, the late Dan Weiden. Within the piece, Chekowsky reflects that advertising is, “a business that guarantees a sunny future, but only once you’ve bought all the right things in all the right order.” Latest developments and repercussio...

‘Finger Lickin Good.’ ‘Just Do It.’ ‘Should’ve gone to Specsavers…’ The power of a well-known tagline cannot be underestimated. Capturing awareness and association with your brand in a few short words evokes familiarity and fondness in equal measure. But when you’ve been using the same tagline for twenty years, like the optical and audiology retailer Specsavers, spinning such an iconic campaign in other ways to shine a light on new services and products can be complex, particularly when your customers love your message. To boost awareness of its home visits service, Specsavers launched “I don’t go…” in a playful twist on its well-known ‘Should’ve’ tagline. Victoria Simpson-Clarke, Marketing Services Director, Specsavers, gives us a 20/20 look at the strategy behind this slogan switch-up. Pivoting from the “Should’ve gone…” slogan Former Specsavers Creative Director Graham Daldry introduced the “Should’ve gone to Specsavers” slogan two decades ago in 2002. Since then, it has been ...

Businesses worldwide are dealing with economic volatility – an environment very difficult to navigate. In the UK, the US, and some areas of Europe, the recession is top of mind for senior leaders. Brand marketers and P&L owners are facing unprecedented challenges. Inflation, supply chain disruption, and the after-effects of Covid are just some of the contributing factors that are seeing marketing budgets getting cut. While all of this is a reality for many teams, one high-growth SaaS company is convinced that cutting marketing budgets during a recession is a bad idea. Greg Dolan, chief executive of KeenDS, managed a brand portfolio through 2008 without tools or software. Reliant on legacy tools, he tried to make inferences about what to do next. Without real-time decision support, he made the call to reduce media investment and redeploy funds to trade. Not only did this strategy fail, but it also weakened the businesses’ position when the market began to recover. In a recent v...

30-second summary: The role of (B2B) marketers should be to create memories, not clicks. This means the traditional marketing funnel based on using marketing tactics to move buyers from ‘awareness’ to ‘consideration’ to ‘purchase’ is outdated. Marketers need a customer-centric and finance-centric model. ‘The cash flow funnel’ sees all customers as in-market or out-market. Most brands target in-market customers and miss 95% of their total addressable audience. Marketers should identify and prioritize 5 to 8 category entry points to invest in to create situational memories that buyers will recall as they enter buying situations that move from out-market to in-market “The most important search engine is still the one in your mind.” This statement makes a point that all marketers should internalize about buyer behavior: most purchases start not by searching on Google, but by searching our memory. If we believe buyer behavior begins with memory, it then follows that the job of mar...

30-second summary: Although users re-invent themselves online, Web2 platforms such as social media still tie personality to a real-world identity Web3 and the metaverse go one step further and allow users to create distinct personalities separate from their identity, rendering traditional identity resolution capabilities ineffective Jason Alan Snyder, Global CTO of Momentum Worldwide, dives into this paradigm shift and examines how marketers can measure success in the metaverse Peter Steiner, The New Yorker, July 1993 This famous Peter Steiner cartoon ran in “The New Yorker” in July 1993. It is poignant in that at the time it was published, we were at an important moment in the history of the Internet. The Internet was becoming a part of popular and general social discourse. It was no longer the exclusive domain of engineers, academics, and the military. Importantly, this cartoon demonstrates how the Internet could liberate a person from popular prejudice. This cartoon cele...

Desperados’ ambition to deliver exceptional customer experiences for beer drinkers is only eclipsed by its commitment to diversity and inclusion . In the ‘Rave to Save’ campaign, the tequila-flavored beer brand acted on DE&I goals by gamifying the partygoing experience. Having found 65% of people wanted a more inclusive party scene, Desperados committed to ensuring that 60% of the DJs it works with are female or LGBTQ+. Moreover, it developed an app that rewarded partygoers for their steps and pledged €1 for every 100 steps danced to charities that champion DE&I. Over 13 million steps later, Desperados has donated over €135,000 and counting. It has delivered on diversity and inclusion goals while brewing an exceptional customer experience for partygoers. Rutgers van der Stegen, Global Head of Desperados, breaks down each thread of the ‘Rave to Save’ initiative. Improving DE&I on the decks Desperados has a long-standing affinity with the party scene. It has traditional...