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Behind Apple’s product launch event: STORYTELLING STRATEGY

When you think of Apple as a brand – you think of INNOVATION, CREATIVITY and SOPHISTICATED DESIGN, shaped in the simplest way. When you think of iPhone, iMac or iPad, you think of a global brand. However, global brands are not created over night, but with consistency and a lot of strategic decisions that are taken with every single step.

In this particular case, Apple managed to:

  • Create products that most creators around the world want;
  • Design a lifestyle enhanced by the versatility of their gadgets;
  • Build a complex ecosystem that is completely interconnected.
  • And most importantly, they succeeded in creating an incredibly engaged brand culture.

Building a global brand takes years, organising an outstanding event requires knowledge that is applied wisely, through a few strategic decisions.

From this article you will learn more about what stands behind an outstanding launching strategy and what you should consider when creating your own. Enjoy!

 

APPLE INC. – EVENT LAUNCH STRATEGY DECONSTRUCT – Based on the online launch on April 20th, 2021.

ANGLES:

  1. Pre-suasion and how Apple FRAMES the mood of the AUDIENCE in creating a certain positioning for their products;

  2.  How they enhance the BRAND CULTURE, build TRUST and create SYNERGY with their audience;

  3. 3. How Apple leverages the fundamentals of MEMORY PALACE technique through particular scenes.

1. Pre-suasion and how Apple FRAMES the mood of the AUDIENCE in creating a certain positioning for their products:

There’s a very popular concept in the art of persuation, that Robert Cialdini is talking in his books and it’s called pre-suasion.

Presuasion is the practice of getting people sympathetic to your message before they experience it. It’s about all the things that happens before you ask someone to say yes to your proposal.

Regarding this, below you’ll find the PRE-SUATION SCHEME in Apple’s April 20th event. Take a look at it because we’ll go through each point in particular, below:

  1. WORDS & PHRASES:

You’ve probably heard before that the words we use can frame how we think and act. Well, if you think about it in strategy terms, just imagine that the phrases and the words that a brand uses can frame its audience perception and buying decisions.

Apple manages to leverage this insights in an outstanding way and to emphasise this, take a look about how many times they have used certain WORDS in a 1-HOUR event and what are the PHRASES they use in their event script:

1) MOST USED WORDS:

If you look at the words (grey circles) that are repeating in the event script and you count the number of times (green circles) each of them is used in a 1-hour timeline, you understand what are the main takeaways that people leave with, after watching it. And the most imortant role in the whole script stands right at the end, with a 238 mentions in just 1 hour. Take a look below.

The perception of Apple products after watching a launching event.

2) USED PHRASES:

In the same strategic way that they are using particular words to create perception, the BRAND’S PERSONALITY is enhanced once again through powerful phrases that do the same thing. You can find below a few of them extracted from the 1-hour script:

Apple Card Presentation:

  • Our customers are LOVING all the benefits of Apple Card and we believe it’s THE MOST SUCCESSFUL credit card launched EVER.
  • iPhone 12 is THE MOST POPULAR SMARTPHONE IN THE WORLD, and people LOVE its AMAZING features.
  • We’re so EXCITED to introduce a new, GORGEOUS purple. / It looks STUNNING. / It’s ABSOLUTELY BEAUTIFUL.

Apple TV Presentation:

  • Apple TV 4K is now built with the A12 Bionic, bringing a new level of PERFORMANCE that will be a MASSIVE upgrade to your TV.
  • Apple TV 4K brings THE ABSOLUTE BEST entertainment experience to your home.
  • The results can be DRAMATIC, with more natural colors and improved contrast making your TV look better than EVER.

iMac Presentation:

  • There has never been a more EXCITING time for the Mac.
  • And our Mac business has never been STRONGER.
  • Our M1 products have continued to fuel the Mac’s INCREDIBLE growth.
  • M1 has been a GIGANTIC leap forward for the Mac.
  • It has redefined the MacBook Air, MacBook Pro, and Mac mini, SHATTERING EXPECTATIONS of what each of them can do.
  • Users have been ABSOLUTELY blown away by their responsiveness and amazing battery life.
  • These Macs demonstrate how M1 can DRAMATICALLY move the Mac forward.
  • The all-new, completely redesigned iMac is MORE personal, MORE POWERFUL, and MORE CAPABLE than EVER.
  • And it’s INCREDIBLEfrom every angle.
  • iMac’s new form is STUNNING
  • So you can see your content in all its GLORIOUS detail.
  • Every image is BRILLIANT and vivid.
  • We’ve taken iMac’s camera, mics, and speakers to a whole NEW level.
  • This camera will make you look like a rock star. In fact, it’s THE BEST camera we’ve EVER put in a Mac.
  • Simply put, it’s THE BEST sound system ever in a Mac, and we can’t wait for you to hear it.
  • And in Apple Arcade, gaming on iMac is BETTER than EVER,with AWESOME and EXCLUSIVE games.
  • ..export your favorite video projects in iMovie FASTER than EVER.
  • You’re going to LOVE the combination of M1 and macOS on the new iMac.
  • And Magic Trackpad, still by far the industry’s BEST, has a refined shape to match the new keyboard.
  • .. the new iMac can DO IT ALL..
  • That’s DEFINITELY magic.
  • With iMac, the possibilities are ENDLESS.
  • ..iMac is THE MOSTpersonal, POWERFUL, CAPABLE, and simply THE MOST fun it’s EVER been.

iPad Presentation:

  • The M1 chip is not just in the Mac, it’s now in iPad Pro. And it’s gonna BLOW YOU AWAY.
  • A-series chips to deliver a POWERFUL and responsive experience that’s YEARS AHEAD of anything else.
  • ..or Xbox game controllers, with haptics, makes playing games on iPad Pro INSANELY fun.
  • With this combination of CPU and graphics performance, the new iPad Pro is, yet again, THE FASTEST device of its kind.
  • ..Signal Processor, and unified, high bandwidth memory architecture make iPad Pro more capable than EVER.
  • The new iPad Pro also allows users to access their content faster than EVER..
  • ..the new iPad Pro is, yet again, the fastest device of its kind. It’s BUGGER than that..
  • And, for our MOST demanding users, a new 2TB configuration gives you ENORMOUS storage capacity,..
  • Making it the FASTEST, MOST VERSATILE port ever on an iPad, or any other device of its kind.
  • This is HUGE! Super fast 5G cellular connections lets users be creative and productive wherever they are.
  • That’s a MASSIVE increase over the 72 LEDs that were in the previous iPad Pro.
  • The result is an EXTREMELY high one million to one contrast ratio.
  • There’s NEVER BEEN a display that delivers this kind of visual experience on any other mobile device.
  • So users can now do things they could NEVER do BEFORE.
  • With this AMAZING set of features, it goes BEYOND any display in the world.
  • When I think of M1 on the iPad, there are truly NO LIMITS to what’s possible creatively. The POWER that’s there… It’s a MONSTER. We can do more. We can make BIGGER canvases and we can do way more with our brushes..
  • Processing power is INSANE.
  • We’re always AMAZED by the new capabilities our developers put in the hands of our users.
  • Of course, you can’t talk about iPad Pro and not talk about the PHENOMENAL accessories..
  • Apple Pencil transforms iPad Pro into an IMMERSIVE drawing canvas and the world’s BEST note taking device by far.
  • An INCREDIBLE value for such an INCREDIBLE device.
  • We’re so excited about the new iPad Pro.
  • This is the most OUTRAGEOUSLY capable and VERSATILE iPad Pro we’ve EVER made.
  • In every way, this is a GIANT leap forward for iPad.
  • We can’t wait to get these new products into your hands and see all of the AMAZING things you’ll do with them.

2) ENVIRONMENT FRAMING

Weather and light have a tremendous importance in setting a person’s mood and Apple marketers know that.

Choosing a sunny day, areas that are bright and warm is always a good technique to transfer a certain mood to your audience.

But it doesn’t stop there, if you pay attention to Apple’s setups, there’s more – especially when it comes to the presentations of their products. Having their products on the centre stage, in a setup that makes them bigger than their presenters highlights the idea of GRANDEUR once again. The message is simple:

They are BIG, they are BOLD, they are THE BEST and you have to have them.

3) VISUAL FRAMING

When it comes to visuals, what we are able to see in most of Apple’s launches (not just the one making this study case) is the VIBRANT COLOURS they use. Enhanced chromatic in visuals is translated as everything that has vibrant colours in our lives, weather is clothes, objects or fruits:

It means FRESH,  it means NEW, it means VIVID.

Furthermore, COLOURS appears to be also the LEITMOTIF of the event and it’s translated through both graphics and sound.

The overall design elements and products:

4) SOUND & MUSIC

To understand how sound effects impact the launching event, you will have to literally watch and listen to it. The underline technique stands in amplifying the whole experience through framing what people hear and they are told. It’s a fundamental tactic used to mentally transport your audience closer to the state you want to create.

Besides the basic sound effects that enhance certain gestures and actions, Apple has also carefully picked the songs for the event and they are the ones mentioned above.

The themed songs:

  • “Every Color” by Foster The People ♪
  • ♪ “Love Looks Better in color” by Lizzo ♪
  • ♪ Let you heart See the colors ♪ – Chemical Brothers

Take a look of the lyrics below and think if they make the audience entering a certain mood:

 

THE EVENT BEGINS WITH:

♪ Let you heart See the colors ♪ – Chemical Brothers

♪ Let your heart ♪

♪ See the colors

♪ All around you ♪

♪ I’ll be loving you, Yes, I will ♪

♪ I’ll be loving you ♪

♪ I’ll be loving you, Yes, I will ♪

♪ I’ll be loving you ♪

NEW PURPLE iPhone ANNOUNCEMENT

♪ “The Candy Man”” by Aubrey Woods ♪”

♪ Who can take a sunrise ♪

♪ Sprinkle it with dew ♪

♪ Cover it in chocolate And a miracle or two ♪

♪ The Candy Man ♪

♪ Because he mixes it With love ♪

♪ And makes the world Taste good ♪

“♪ ‘Cause the Candy Man thinks It should ♪ “

AIRTAG PRODUCT ANNOUNCEMENT

♪ “Every Color” by Foster The People ♪

♪ I can see ♪

♪ I’m caught up Drifting in your rainbow eyes ♪

♪ And I can see Every color in me ♪

♪ I can see every color in you ♪

iMac NEW DESIGN ANNOUNCEMENT

♪ “Love Looks Better” by Lizzo ♪

♪ Sick six piston ♪ 

(presenting the 6 NEW iMac models)

♪ Tiptoe kissin’ ♪

♪ Catcall kittens ♪

♪ Whole milk lickin’ ♪

♪ See my vision ♪

♪ Rainbow smitten ♪

♪ Nobody safe, nobody ♪

♪ You and you and you Can be my lover ♪

♪ ‘Cause love looks better In color

Color me, color me, Color me, color me ♪

Color me, color me, Color me, color me ♪

 ♪ You can be my lover ♪

♪ ‘Cause love looks better In color ♪

THE EVENT ENDS WITH

♪ Let you heart See the colors ♪ – Chemical Brothers

 

5) ENERGY & MOOD TRANSFER FROM OTHER PEOPLE

Daniel Goleman, the world famous psyschologist, said in 2018 on BRAND MINDS stage that:

 “The leader sets the emotional state for other people.”

…and the rule doesn’t not apply only in leadership, but in every relationship dynamic that occur between people. We partially mirror the state we see in the people that are surrounding us. Wether is high enthusiasm, focus, or positivity, when we relate with a particular mood, part of its energy it’s transfered to us.

In Apple’s videos you will always find positive moods that people wear – they are highlighting aspirational states that you want and would be able to reach by acquiring their products.

The message is:

“Life’s most important moments are better with Apple.”

 

2. How Apple enhances the BRAND CULTURE, build PRODUCT TRUST and create SYNERGY with their audience:

1) BRAND CULTURE: There’s no coincidence that all of the event presenters are wearing Apple watches. Brand ambassadors are basically extensions of the company they represent. Wearing or consuming the brand’s products is a core requirement that builds trust in the relationship with the audience, which is fundamental. How could you trust someone that’s recommending you a product if he or she is not using it themselves? – You probably experienced this through influencers’ campaigns.

No need to mention about the gender balance we see in the brand’s experts’ mix, which is a reinforcement of gender equality and racial diversity. These are beliefs that are deeply built into Apple’s foundation of values.

2) PRODUCT TRUST – is built through presenting the products – not using actors, but the experts that have created them. In marketing, this is a social proof tactic, called experts’ approval. Look for them on LinkedIn, you will find them all. The same approach is present – this time – through non-Apple employees in the Testimonials promo for iPad Pro, here

3) AUDIENCE SYNERGY: The idea of Apple products being a part of one’s life is taken farther in their launching events through details most of us do not observe. However, this doesn’t mean, our subconscious minds doesn’t either. Take a look at the scenes below:

  1. There is a whole chromatic setup built in a way that amplifies the idea that the iMac stands in the centre of one’s life;
  2. The boldest colour in all scenarios is the Mac’s – everything else – details and accessories gravitate around it;
  3. The characters’ clothes being in tone with their Mac suggests that the product itself is an extension of their personalities. 

3. How Apple leverages the fundamentals of MEMORY PALACE technique through particular scenes:

The method of loci (loci being Latin for “places”) is a strategy used to recall information and enhance one’s memory through visualisations of familiar spaces. The method of loci is also known as the memory palace, or mind palace technique.

Now, what does this has to do with Apple’s script and storytelling?  You might ask yourself how is it useful since the places they used in the video footage haven’t been visited by their audience? Well, there are certain fundamental parts of this particular technique that are used in their scenes.

But before we go through it, find below the key factors in building a memory palace to better understand the concept:

Let’s assume you choose to learn the KEY PILLARS of a MARKETING STRATEGY;

  • STEP 1: Choose a place that can be easily visualised as the blueprint for your palace. (Your HOME)
  • STEP 2: Walk through your palace to define a route. ( KITCHEN – LIVING ROOM- BATHROOM – DORMITORY)
  • STEP 3: Identify specific locations in the palace to store your information. (KITCHEN will be used for the digital campaigns information; The LIVING ROOM for social media and so on…)
  • STEP 4: Integrate the information you want to remember in a crazy story that takes place in the space you allocated to it. And remember: the more creative – the more probably your brain will remember it.

Apple is using the last 2 pillars in their strategy.

We could actually mention the first step as well – if we consider the fact that the PALACE is the Apple headquarters.  There are a lot of iconic spaces they use in most of their events (2 of them below).

Getting back to their strategy, the technique is simple:

1. Each presenter covers one PARTICULAR FEATURE or PRODUCT;

2. Each time they switch the storytelling from a product/ feature to, the SCENE changes as well;

3. They enhance the memorisation of a particular product through CRAZY PROMO VIDEOS/STORIES:

⚫ See Air Tag’s story here: The challenge of finding one’s keys translated into an Indiana Jones type of quest;

⚫ M1 chip’s importance story here: A story about espionage and the risks one is willing to take for great technology;

⚫ The amplification of iMac’s place in the Apple food chain here: A metaphorical scene of a whale swimming along with the rest of the sea life;

⚫ iPad Pro’s story here: Translated through a video promo projecting its power similar with a rocket launch and a smooth landing on your office with the sound effect of a parachute. Absolutely gorgeous!

4. On top of all the mentioned above, each character that is part of the event’s promo videos is a projection of the audience that Apple is targeting: creative professionals and families. What’s very smart about their strategy is that they are not just recreating with precision their environments, but they are also highlighting with specificity particular apps they are using.

We are basically talking about TRIPLE RELATABILITY:

  1. Targeting through LOOKS – the way the characters are dressed to enhance personality;
  2. Targeting through SPACE – the places that are designed to reflect the target audience’s taste and interests;
  3. Targeting through APPS – the creative processes the audience is involved with;

Take a look below to experience Apple’s MEMORY PALACE in a VISUAL WAY:

20+ Valuable Marketing Quotes and Insights From Experts (1 of 2)

Curious to learn what the latest valuable marketing quotes and insights are?

Marketing never stops spinning and marketers never stop learning. To help you update your knowledge and show you new directions, I put together a list of 20+ marketing quotes and insights from 20 marketing experts.

This article includes insights and quotes from Ann Handley, Jay Baer, Chris Brogan, Rand Fishkin, Tara Hunt, Seth Godin, Mark Schaefer, Martin Lindstrom, Mari Smith and Gary Vaynerchuk.

20+ Valuable Marketing Quotes and Insights From Experts

1. Ann Handley – Go Smaller & Slay the Ignosaurus

We’ve all heard of the Go big or go home saying. Writer, speaker and digital marketing pioneer Ann Handley makes a 180 turn and goes in the opposite direction. She invites marketers to thing bigger, but go smaller. Why?

Small stories are specific. Small stories are human-scale.

Ann Handley

Making the story smaller and more specific is the best way for products, services or B2B solutions to break through the noise of social media and get listened to by their customers.

Big and bold stories are often best told in small and specific ways. Find the specific details—and use them to engage the heart, not just appeal to the head.

Ann Handley

But in order to be able to tell these stories, we need to slay the Ignosaurus, the beast that we thought had disappeared together with the other dinosaurs.

Ignosaurus is lazy, bored, and goes through the motions with no engagement on the job.

Ann says a vast majority of marketers today are Ignosaurus in disguise.

ann_handley_ignosaurus-min

annhandley.com

She wants marketers to slay the Ignosaurus within and start experimenting, making changes.

In order for the industry to evolve marketers need to be curious and stay alert.

Study after study has shown that Marketing has one of the most pronounced skills gap of any industry. Many of us feel that we don’t have the skills we need to produce our best work.

Ann Handley

Source

2. Jay Baer – Relevancy is a Value Exchange

Is your marketing failing?

Author, speaker and founder of Convince & Convert Consulting Jay Baer believes the reason your marketing is failing is the lack of relevancy.

Customers and prospects are trading their attention for your information. If they refuse to do so, it’s because your information does not matter to them enough sufficiently for them to trade attention for that information.

The key to being more relevant isn’t hard-it just takes time. The key to being more relevant is to understand your customers better.

The truth is that most modern marketers don’t actually interact with customers very much anymore, and that robs us of a really important success ingredient: insights.

Jay Baer

How do you get insights?

Not from reading spreadsheets or reports.

Jay says most marketers today have never seen their customers which is really sad.

How can you design marketing strategies and campaigns if you don’t know who are you talking to?

You need to change that today.

brand_minds_2020_marketing_quotes_insights-min

Leave the office and make contact. Spend time with your customer service and your sales team to learn what your customers’ problems are, what questions they ask, how they talk etc.

Almost no great marketing happens behind your desk. Great marketing occurs when you actually take the time to spend time with your customers and learn what they really need and what they’re really all about.

Jay Baer

Source

3. Chris Brogan – Invite People to Your Picnic

I think even the biggest companies have to get a bit more “picnic-sized” in their looking at outreach, attraction, sales, and conversion. If you speak to everyone, you’re heard by no one. Sure, make your big ads say whatever they’re saying, but use your other resources to reach and engage with specific groups at a time.

Chris Brogan

How can a company reach people and serve those who would benefit from their services and products?

Speaker, author and marketing expert Chris Brogan says marketers need to make their customers feel seen and understood. Only then will they be ready to buy.

How do you make your customers feel seen and understood?

brand_minds_2020_marketing_quotes_insights2-min

You need to split your customers into several communities of personas. Make groups for every community of people you think you can best serve. And then invite them to a picnic, online or offline and make them feel they belong. That’s how revenue is generated – by earning the attention and trust of all those people out there who feel invisible.

Source

4. Rand Fishkin – The True Marketing Trends for 2019

Former founder of Moz and current founder of SparkToro Rand Fishkin believes marketing trends like video content, turning to the human side of marketing and data-driven creativity are completely non-actionable and can hardly be called trends for 2019.

Instead, he made a list of the trends he believes will have an impact on marketing in 2019.

brand_minds_marketing_quotes_insights3-min

Here they are:

  • In the next few years, the US and other parts of the world will experience an economic recession which is already changing customers’ behaviour;
  • The undue influence of big businesses and monopolies which resulted in bad news for citizens: GDPR, the loss of Net Neutrality, Articles 11 and 13;
  • A recent analysis showed a dramatic slowdown in the global growth of internet access. To keep making the same revenue as in past years, most internet giants compete with publishers, limit organic reach, cannibalize clicks and make channels pay-to-play;
  • Voice Answers have the potential to disrupt any competitive opportunity to appear in results and earn traffic and value;
  • The emerging, broad societal belief that overuse of social networks and heavy web content consumption do more harm than good. Many people today are limiting their screen time and their children’s.

What steps is your company taking to adapt to the future?

Source

5. Mark Schaefer – The Belonging Crisis

Author, speaker and marketing expert Mark Schaefer says

Most of our marketing is occurring without us because today the customers are the marketing department. The new challenge for a company is to be invited to those organic conversations.

We live in an era when hyper-empowered consumers control the brand narrative.

In the past, a “brand” is what we told our consumers. Today, a brand is what our customers are telling each other.

Mark believes there is a belonging crisis today in the world.

brand_minds_2020_marketing_quotes_insights4-min

Here is what marketers should do to help companies overcome this trend according to Mark:

  • Align with the values of your young customers, empowering their voices, and creating deep emotional attachments with customers that result in loyalty;
  • Help your customers feel connected;
  • Provide personal attention to your customers. “It’s not “personalized” — it’s personal!”
  • Nurture like-minded customer “islands” on Facebook and other spaces;
  • Use true personal connections instead of automated messages and spammy responses;
  • Traditional ads that lead to “awareness, trial and loyalty” don’t work so well any more. Build a brand from a place of empathy and personal pain;
  • Assemble a tribe, united in their belief in how the product or service connects them to their individual lives and to their communities.

Source

6. Mari Smith – Use Stickers in your Facebook Video Ads

Often referred to as the Queen of Facebook, Mari Smith provides marketers with many valuable and useful insights on Facebook and Instagram marketing.

Stickers on videos can significantly improve the performance of your Facebook ads.

Mari Smith

Mari and her team performed a test to see how stickers influence the results of Facebook video ads.

Here’s what she found:

  • Cost per result for ads with stickers was almost 33% lower;
  • Both Conversion rate and CTR were higher;
  • Stickers don’t impact interest in the ad copy so much as generate interest in the advertised product;
  • If you are looking to use stickers in your Facebook video ads pay attention to the number of stickers you add, don’t overdo it!

brand_minds_2020_marketing_quotes_insights5-min

Source

7. Gary Vaynerchuk – The $1.80 Instagram Strategy

Gary Vaynerchuk spent the last 10 years of his career trying to understand user psychology and reverse engineer attention into an engaged community online.

The truth is, the way to win on social media is to actually be social. The number of Instagram followers you have means nothing if you can’t build a community of like-minded people who care and engage. The only real way to do this from scratch is to become part of the conversation.

Gary Vaynerchuk

That’s how he came up with the $1.80 Instagram strategy.

gary_vaynerchuk_instagram_strategy-min

garyvaynerchuk.com

What is the $1.80 Instagram strategy?

It’s leaving your personal .02 cents on the top 9 trending Instagram posts for 10 different hashtags that are relevant to your brand or business every single day.

All you need to do is provide value where you can and it only takes 2 minutes a day. He says it’s exactly the strategy that always worked for him – becoming part of the community. The result is you will have meaningful connections, not bots. And this kind of connections is the most valuable.

Source

8. Tara Hunt – No, that’s not marketing

Executive-level digital marketing professional Tara Hunt makes it clear on what marketing is not.

Contrary to popular believe, advertising isn’t the same as marketing. PR is not the same as marketing. Communications isn’t the same as marketing and Branding isn’t the same as marketing either. Even Sales is often completely separate from marketing. Brand and advertising and PR and content and digital and consumer insights and pricing and social and events and product and positioning and communications and a whole bunch of other stuff are all part of the marketing toolkit, but they aren’t “marketing.”

Tara Hunt

Videos, podcasts and content, in general, are great tactics for the right audience but they’re not marketing. They won’t automatically open the floodgates of customers.

Here’s what marketers should do according to Tara:

  • Understand their market;
  • Understand if they have the right product for that market (if not, let their client know they are focusing on the wrong market or need to change the product);
  • Identify the right channels of distribution for both product and message;
  • Put it all together in a measurable plan.

Anything less is not marketing.

Source

9. Seth Godin – 10 words per page

Seth Godin is the only person to have been inducted in the Direct Marketing Hall of Fame and the Marketing Hall of Fame. His blog is one of the most successful blogs in the world with 7000 published articles and millions of readers.

We are also proud that Seth Godin was one of the keynote speakers at BRAND MINDS 2017.

Here are 4 insightful quotes:

Any metric you can buy your way out of is probably not a useful metric to measure yourself by.

Every interaction you have with a customer either strengthens your relationship (because it’s mutually beneficial) or weakens it. Weaken it enough time and you break it.

Ten words per page
That’s how many words get scanned the first time through. Perhaps five on a billboard.
Which means that your memo, your ad, your announcement, your post–you get ten words.
If you can begin with the ten words and write around them, you have the foundation for an effective message.

When in doubt, when your marketing isn’t working, the answer is easy: go one circle in.

seth_godin_circles_of_marketing

seths.blog

Source

10. Martin Lindstrom – Build Anticipation

Neuromarketing and branding expert Martin Lindstrom draws attention to the concept of anticipation.

Anticipation is the feeling of excitement about something that is going to happen in the near future. It is a powerful feeling and it is directly linked to connectedness and engagement over a longer period of time.

brand_minds_2020_marketing_quotes_insights6-min

In our world of on-the-spot gratification, how are brands leveraging anticipation to keep their customers close and engaged? Technology has taken anticipation away.

From a rational point of view, anticipation is nothing more than an illusion, a myth, a chimaera; but from a subconscious, storytelling, and emotional point-of-view, anticipation makes all the difference. It is the bride’s months-long excitement as she chooses her gown, the anxious lead-up to graduation day, the indescribable feeling as the newborn baby finally arrives home and settles into its beautifully decorated bedroom.

Martin Lindstrom

If your brand offers experience, anticipation plays an important role in your customers’ perception of it. Anticipation has the power to make the wait much more rewarding and it makes all the difference. It sets your brand apart from your competitors and influences the bottom line.

Source

Stay tuned for part 2!

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How To Market To Women Customers – 4 Recommendations

As a marketer, your job is to find the best way to connect with your customers. Are you marketing to women customers? Then this article is for you.

Bridget Brennan is the CEO of Female Factor, a firm helping businesses develop marketing and sales strategies for women consumers. In her books, Why She Buys and Winning Her Business, she provides valuable insights into marketing and selling to women.

Before I go into Bridget’s insights and recommendations, I invite you to direct your attention to the following statistics on the purchasing power of women via girlpowermarketing.com:

  • Women control over $20 trillion in worldwide spending;
  • 74.9% of women identified themselves as the primary shoppers for their households;
  • In 61% of all consumer electronics purchases, a woman either initiated the purchase or was involved in the purchase process.
women_consumer_purchases-min

girlpowermarketing.com

Here are two insights that every marketer should take into account when building marketing campaigns focused on women:

1. Women are “multiple markets in one”

What does that mean? To understand this, let’s think about Christmas time. Who buys the presents for everyone in the house and for the members of the extended family? The lady of the house. She buys presents for her children, her husband, his colleagues at the office, her elderly parents and in-laws, cousins and friends.

Of course, this situation is not limited to celebrations spending. Women buy on behalf of the people who live in their households on a regular basis.

Women influence various industries and marketers should take that into account.

2. Don’t rely on the name that’s on the credit card

Just because the name on the credit card which pays for purchases is a man’s name, refrain from jumping to the conclusion that he is making the buying decisions.

It’s still the woman who makes the buying decision.

Here are Bridget’s recommendations on how to market to women:

1. Study women as you would a foreign market

Women think differently and they experience life in a different way than men.

Discover their desires and goals, their fears and behaviours.

What are they fighting for and what are they fighting with. Put yourself in their shoes.

Learn more: 3 Brands In Crisis in 2018: KFC, Nike, Victoria’s Secret

Victoria’s Secret is a brand which hasn’t put itself in women’s shoes (or lingerie) in a very long time. It might never have done that this in the first place.

The glamorous women’s lingerie brand was founded in 1977 and it is still marketing like it’s 1977. Retail analyst Paul Lejuez says women don’t want to be viewed as stereotypical sexy supermodels buying lingerie just to impress men.

That’s why Victoria’s Secret has seen fierce competition in recent years from brands such as ThirdLove, Aerie and Savage x Feinty by Rihanna which design their products to meet women’s needs of comfort, beauty and sexiness.

2. Track demographics changes across generations

Life has changed a lot for women. There are many differences between Baby Boomers women, Gen Z women and Millennial women. They have different aspirations for their personal and professional lives. They have different outlooks on motherhood, beauty, marriage and relationships.

There is a female culture and it should be studied by marketers with the same focus that studying a foreign market requires. Cultural differences dictate language, behaviours and perceptions.

Bridget Brennan

Here are 4 interesting insights focused on women according to reports conducted by PwC:

  • Women have fewer children;
  • Women have children later in life;
  • Women are the main caretakers and breadwinners in many households;
  • Women are a growing purchasing power: 70% of household budgets in the G7 are controlled by women, globally 85% of consumer purchases are made by women which is equivalent to a worldwide spend of $20 trillion.

Read more about the latest demographic and social changes: PwC: 5 MegaTrends Affecting Your Business in 2019 

3. Stay clear of pink unless you are raising money for the breast cancer cause

The colour pink has been synonymous with female nature for a very long time because manufacturers and designers didn’t know any better.

To illustrate an entire gender with just one colour is simply not good enough and frankly offensive. Women struggle with life’s hardships just like men. Unlike men, women juggle with many roles on a daily basis and manage to come out on top.

Women are not delicate princesses dressed in pink gowns and they certainly don’t see themselves as that. They are not powerless and don’t wait for men to come and rescue them.

4. Hire women

Research reports show organisations with women in management are more innovative as the share of female managers increases above 20%.

Reports conducted by The Anita Borg Institute for Women and Technology show that teams which included at least one woman had a collectively higher IQ than teams that had just men.

If your company is looking to market to women, hire women in your product design and development team to represent your customers.

Learn how to attract and retain female talent in the workplace: LinkedIn Report: 4 Trends Transforming The Workplace in 2019

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10 Marketing Blogs Every Successful Marketer Should Follow (2 of 2)

Apart from books, marketing blogs are the next best thing for every successful marketer eager to learn: marketing experts and trendsetters write down their ideas and insights in easy to read articles.

Read recommendations 1 through 5 in the first part of this article: 10 Marketing Experts Every Successful Marketer Should Follow (1 of 2).

Let’s continue with our blogs recommendations 6 through 10!

6. Mari Smith – Mari’s Blog

mari_smith_brand_minds

Mari Smith / linkedin.com

Mari Smith has been working in internet marketing since 1999. She is one of the world’s leading social media thought leaders, often referred to as the Queen of Facebook for her Facebook marketing expertise.

She ranked at #4 in Forbes “Top Social Media Power Influencer” and was designated by Facebook Small Business and Facebook Marketing Expert. She is a founding contributor to Social Media Examiner, one of the world’s largest business blogs.

She is a keynote speaker and the author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day. The book outlines a step-by-step plan for building a sizable, loyal network comprised of quality relationships that garner leads, publicity, sales, and more.

Mari’s blog is called ….Mari’s Blog (easy to remember :)).

On her blog, Mari writes about everything social: how to optimize your social media conversion strategy, Facebook video marketing, why newsletters are the future of online media, how to write Instagram posts to boost your business etc.

Service is the new social. Exemplary customer service will never go out of style.

Mari Smith

7. Mark Schaefer – {Grow}

mark_schaefer_brand_minds

Mark Schaefer / linkedin.com

Mark Schaefer is a speaker, consultant, educator and marketer with extensive experience. He is also an inspired writer on topics related to marketing. His latest book Marketing Rebellion: The Most Human Company Wins has just been published earlier this year (learn more about Mark and his book).

Mark’s blog is called {Grow} and, as the name has it, it features articles on marketing, technology and humanity to help businesses grow. On his blog, Mark writes about marketing strategy, influence marketing, big data and analytics, branding, corporate communications etc.

The most important characteristic of content marketing today is not quality or quantity. It’s insight. And that is the differentiator lacking almost everywhere.

Mark Schaefer

8. Tara Hunt – Truly Inc

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Tara Hunt / linkedin.com

Tara Hunt is an executive-level digital marketing professional with over 20 years of progressive experience. She specializes in relationship and inbound marketing with a passion for data-driven strategy.

Tara and her team are on a mission to change the relationship between brands and their customers. They believe there is a better way to market your brand than through yelling and hand-waving.

Before Truly Inc, there was (and still is) Truly Social, Tara’s YouTube channel where she delivers insightful (and fun to watch) videos on everything marketing.

On her company’s blog, Tara writes articles on hot topics like influencers, engagement, content etc. What makes her articles stand out from the rest of the content available on the world wide web is her ability to provide a unique and insightful perspective. Here are a few titles: Content is worthless, Why branded content doesn’t work, Buying Facebook Ads is not a strategy etc.

Content, engagement and influencers are worthless but only when they are seen as promotional tools used to fast-track results.

Tara Hunt

9. Jon Loomer – jonloomer.com

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Jon Loomer / linkedin.com

Jon Loomer is widely known for his Facebook advertising expertise. He is a Facebook Marketing Strategist and Metrics Master.

Social Media Examiner recognized his website, jonloomer.com as one of Top 10 Social Media Blogs of 2013, 2014 and 2015. His website is the most complete online resource of advanced Facebook marketing tips and tutorials, updated on nearly a daily basis.

Although he sees himself as an “accidental marketer”, there are no accidents when it comes to his career in Facebook marketing and advertising. His strength lies in his love of numbers, statistics and strategy which are all required traits for a marketer looking to manage successful Facebook advertising campaigns.

Jon started his website in 2011 and the number of articles he has written insofar will soon reach 1000 by the end of March 2019. That’s a lot of knowledge!

If you are looking for valuable insights and expert tutorials on Facebook advertising, Jon Loomer is the best marketer to turn to.

10. Aaron Orendorff – iConiContent

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Aaron Orendorff / linkedin.com

As a marketer, you need to be able to write content, ideally – great content. Fortunately, writing effective and results-focused content is a skill you can learn.

Aaron Orendorff is a copywriter, Editor in Chief of Shopify Plus, one of the fastest growing e-commerce companies in the world and founder of iConiContent.

His mission is to save the world from bad content. Aaron’s articles on iConiContent are packed full of recommendations, insights and examples on how to write great content which adds value to your customers’ lives.

Here are a few examples: Failed Copywriting Pitch – 5 Lessons, 3 Audience-Enticing Headline Hacks: Power, Novelty & Pull, How to engage and captivate your audience…when they don’t want to listen.

Every piece of content you create has to do two things: (1) rescue its audience from their own personal hell and (2) deliver them unto their own personal heaven. Great copywriting is about salvation … not sales. If you’re not in the business of actually helping people, stop here.

Aaron Orendorff

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Internet of Things and Marketing – 5 Predictions

Smart products use the Internet of Things (IoT) technology. It is changing the world.

But what does that translate to in the marketing world?

What can be expected in the years to come?

How will branding and marketing strategies have to change to capture this new emerging market?

Keep reading to discover 5 predictions regarding the way the Internet of Things (IoT) will change and improve marketing.

What is a smart product?

Smart devices have the ability to connect to the internet. This also enables a smart product to connect to another device. It makes use of IoT technology to establish connections to the internet and other products.

Smart products help to create new ways of automation. You can track, monitor, and control a smart product with another smart device.

What is IoT?

The Internet of Things is the giant network on which smart devices share information.

IoT data is stored in cloud technology and guarded by companies like manufacturers, marketers and other online service providers.

5 Predictions for IoT and Marketing

IoT technology is shaking things up. It’s changing the very face of many industries.

From manufacturing to healthcare, new depths of information are available. It is disrupting business as usual.

1. New Digital Devices Will Be Created

A need has caused the birth of many an invention. Smart devices have many more applications available. But, these devices will cause new needs to arise. Look at the rate at which portable and rechargeable power banks have spread across the world. People want on-demand recharging for their devices. The need for electricity in remote places has birthed an invention. Just so will IoT and its needs birth new inventions.

2. IoT Data Will Change Contextual Marketing

Millions of smart devices are already in operation all over the world. Big data is an understatement when it comes to harnessing worldwide IoT data. Users and customers will be tracked over the various products they own and use.

Marketers are able to pinpoint certain behaviours and preferences of customers. Marketing campaigns will be much more focused to try and increase their turnover rate. It may very well increase customer engagement due to new access to information previously unavailable.

3. IoT Data Will Be the Modern Day Gold Rush

IoT data and its uses will enjoy very high demand. And a higher demand always drives a higher price. IoT data will be expensive.

Companies from every imaginable industry will look for more comprehensive information. Information regarding their productivity, customers’ needs, industry trends, and other forecasting and budgeting related information. IoT data will supply the answers that will help companies to enhance productivity, sharpen execution, and retain customers.

4. Marketing Agency Roles Will Evolve

Advertising agencies have some of the smartest and sharpest brains around. People who can somehow connect the dots in seeming madness. The creativity of these agencies has captured the imaginations of the public through carefully crafted campaigns for its customers. They create and keep a following that leads to higher sales and revenues.

But, IoT data brings a new role into play. Agencies will also have to look into the data analytics and presentation of IoT data. IoT information about customers and their behaviours will change the marketing game. Agencies need to know how to gain the right information and also how to apply it. This type of information will lead to better results for its customers.

5. More Timely and Better Personalized Marketing

Online marketing can become overbearing and irritating to internet users. Much worse, it could be irrelevant. Irrelevant marketing is about as effective as a vacuum cleaner in a desert. It does its job but to no real effect.

IoT data will help marketers to create personalized and tailor-made campaigns for individual customers. It can even track specific actions and behaviours of customers to enhance customer engagement and turnover. That’s because data-driven relationships happen in the following order.

Data-Driven Relationships Process:

  • More connected devices;
  • Leads to more information;
  • Leads to smarter data;
  • Leads to relevant campaigns;
  • Leads to increased customer engagement.

Marketers will be able to recognize where customers are in their lifecycle stage. The marketer will be able to guide customers to specific solutions that are relevant.

5 Ways Marketers Will Use IoT

So how will marketers then use this new type of information?

Here are a few ways that will change the marketing game.

1. Analyse Customer Buying Habits Across Platforms

Marketers will for instance track and monitor the devices that are used by a customer. They will notice certain habits on different devices. They will apply the relevant campaigns to the specific devices owned by a user.

2. Harness Information Previously Unavailable

Every smart device that connects to the internet will supply information. Users’ habits can be tracked in every room of their homes. Smart refrigerators will even track customer behaviour.

3. More Precise Information About Customer Lifecycle Stages

The customer’s lifecycle can be pinpointed with greater success. Marketers will understand the customers’ needs better. This will help to guide customers towards a sale much faster.

4. Enhance Customer Relations and Resolve Issues

Smart technology has narrowed the gap between the customer and the product or service provider. Customer grievances will be resolved much faster. It will even help facilitate something as tedious as product recalls with a customer specific approach. The marketing expenses will be kept low by only contacting customers with affected products.

5. Better and More Specific Marketing

The team from SafeAtLast says that IoT is changing the marketing game. Use it to your advantage and gain the success that comes with it.

How Smart Homes Take Over The World

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How to Increase Conversions with Video Marketing

Video marketing is the latest tactic used by marketers to increase conversions.

This article will show you 3 examples of how to use video to increase your conversions.

In the past decade, social media has risen to unexpected heights and the business world could not ignore it any longer. Smartphones were the tools that enabled social media’s rapid growth. Mobile phone companies fitted their smartphones with highly performing cameras in terms of photo and video features. Statistics show that prospects and customers love to watch videos and businesses should take advantage of this.

[bctt tweet=”Discover 3 ways you can use video to increase your conversions.” username=”brand_minds”]

2018 statistics found that video drives consumer decisions:

  • 64% of consumers say that watching a marketing video on Facebook has influenced a purchasing decision (source: animoto.com);
  • Having product how-to videos available on YouTube are 9x more important to shoppers than celebrity endorsements;
  • The most popular video content: How-to videos (52%), Product reviews (26%), Unboxing videos (25%);
  • 59% of executives say they would rather watch a video than read text (source: wordstream.com);
  • 60% of marketers used videos in their social media marketing in 2016 (source: socialmediaexaminer.com);
  • Companies that use videos in their marketing have 27% higher clickthrough rate and 34% higher conversion rates than those that don’t (source: buffer.com).

Conversions are the mileposts of the buyer’s journey. They signal when a prospect has reached a particular moment that shows he is becoming interested in your company’s products or services.  

3 examples of video marketing to increase conversions

1. Attending webinars/workshops/training sessions

Let’s assume your company sells social media marketing services to medium size firms.

One of your business strategies to attract new customers is to provide free workshops of personal branding to top level managers.

How do you influence your prospects to attend your workshops using video marketing?

You can show them a video of previous attendees talking about how these workshops helped them increase their personal brand. Video testimonials are effective marketing tools because they feature real persons. Also the viewer can see them express positive emotions when talking about their experience with your company, which is more impactful than a written testimonial could ever be.

Key takeaway: Include a powerful call to action and a sign-in form to measure your conversions!

2. Drive traffic to your website

Your company sells kitchen cabinets and you need to increase traffic to its website.

How can you increase the traffic to your company’s website with video marketing?

You can let your prospects know that if they wish to update their kitchen style and are confused about choosing a design, you have prepared a video for them. Your video can feature one of your employees presenting the latest fashion in kitchen cabinets. Prospects are looking for branded content that can deliver valuable information. High quality, informative and helpful videos are effective because they help your company build trust and positive connection to its customers.

Key takeaway: Invest in high-quality video and be true to your brand.

3. Influence your prospects to buy your product

Your company sells coffee machines.

How can you influence your prospects into buying your coffee machines using video marketing?

By making product review videos. Show your customers how they can prepare their favorite coffee, outline your coffee machine’s features and show them their benefits if they buy your product. Be engaging and entertaining!  

Product review videos can influence your ranking in Google results for mobile.

Key takeaway: Don’t tell them, show them!

Expert’s statement

We asked Calin Biris, online marketing expert what are the top 3 reasons that deter marketers from producing video content.

Here is what he had to say:

One day a man comes to you and says that he has a powerful tool that can clean your house in just one hour if you use it properly. He shows you statistics about it and testimonials. He also tells you that this tool costs twice as much as any other appliance you have, but it could save you four times that amount if you use it regularly. Then he invites you to buy it. What would be your first reaction?
Likewise marketers and business owners are sceptical and unprepared for using video content mainly because they don’t know how to use it and produce it (before investing in it), and are afraid to spend more than they are already paying on other traditional content.
When marketers have a clear content strategy, a content plan, a budget and objectives, it is easier to decide what type of content to invest in, based on the projected results they expect. Because consumers engage more with video content and Social Media platforms are pushing this type of content to their users, the results of using video can be more efficient than in the case of using any other type of content, even if the production costs are higher.
Getting back to the story, the right decision would be to buy the powerful tool that cleans your house faster, only if you are planning to keep your home neat and learn how to use that tool properly. You don’t want to waste time, money and energy using an expensive appliance in a wrong way.

Color Psychology in Marketing and Its Importance in Driving Sales

color-psychology-driving-sales

Research shows that the proper use of color increases brand recognition by 80%. It also raises the visual appearance by 93%. A further 85% of consumers buy because of color.

In the case of affordability, the visual appeal of an item is the major influence on a consumer’s buying decision. “In fact, the color, make, look and feel of a product affects 93% of the buying decision. This is followed by texture which affects 6% of the buying decision and sounds and smell which affect 1% of the buying decision. Once a consumer starts walking towards an item that has his or her favorite color, the major part of the purchasing decision has already been made. When the four: color, design/texture, and smell are combined, the buying decision becomes powerful,” wrote colorpsychology.org.

Color psychology is an area of research that looks at how color influences our behavior and decision-making. When used in marketing, for example, different colors can impact the way buyers perceive a brand in ways that aren’t always apparent, such as how certain hues can increase appetite.

Color is too dependent on personal experiences to be universally translated to specific feelings. There are, however, broader messaging patterns to be found in color perceptions.

In a study titled “Impact of color on marketing,” researchers found that up to 90% of snap judgments made about products can be based on color alone, depending on the product. Regarding the role that color plays in branding, results from another study show that the relationship between brands and color hinges on the perceived appropriateness of the color being used for the particular brand (does the color “fit” what is being sold?).

source: Marketing Digital Blog

The study Exciting Red and Competent Blue also confirms that purchasing intent is greatly affected by colors due to the impact they have on how a brand is perceived. This means that colors influence how consumers view the “personality” of the brand in question.

When it comes to picking the “right” color, research has found that predicting consumer reaction to color appropriateness in relation to the product is far more important than the individual color itself.

Psychologist and Stanford professor Jennifer Aaker found in her study “Dimensions of Brand Personality” that there are five core dimensions that play a role in a brand’s personality: sincerity, excitement, competence, sophistication and ruggedness.

“Brands can sometimes cross between two traits, but they are mostly dominated by one. While certain colors do broadly align with specific traits (e.g., brown with ruggedness, purple with sophistication, and red with excitement), nearly every academic study on colors and branding will tell you that it’s far more important for colors to support the personality you want to portray instead of trying to align with stereotypical color associations,” wrote helpscout.net.

At the same time there are difference between how men and women perceive them. Additional research in studies on color perception and color preferences show that when it comes to shades, tints and hues men seem to prefer bold colors while women prefer softer colors. Also, men were more likely to select shades of colors as their favorites (colors with black added), whereas women were more receptive to tints of colors (colors with white added).

More pieces of information on the subjects you can find here and here.

How Blockchain can Change Marketing and Advertising

Blockchain technology is an open-source distributed database using state-of-the-art cryptography. 

Essentially, blockchains are about a rapid transfer of value.

What does this mean?

It means that we no longer need the services of a bank to authenticate who we are, to do transactions, to exchange money, etc. Banking as we know it would be eliminated from this ecosystem.

What about other industries or domains?

How can blockchain technology influence the way brands do marketing or advertising?

Blockchain – marketing data and advertising

First let’s take a look at the marketing and advertising challenges that brands and customers have faced in recent years:

  • brands are collecting more data than ever before but they question the reliability, accuracy and transparency of this data
  • brands are not able to ascertain how their advertising budget has been spent
  • ad fraud has been rising globally
  • although brands have a lot of data on their customers, they know too little about their preferences
  • consequently, customers are overwhelmed with too many messages, ads, emails, etc
  • these messages are not relevant and too frequent
  • customers don’t trust their brands with their personal data
  • Google and Facebook have attracted increasing ad revenues as middlemen for advertisers and website owners; Google’s advertising revenue grew nearly 25% in 2017 to $95,4 billion and Facebook’s ad revenue grew 49% to $39.9 billion

This is how blockchain can address brands’ and customers’ challenges:

  • with blockchain technology, marketers can monitor where their ads are being placed
  • marketers can control how their assets are delivered
  • blockchain technology will ensure that real followers and consumers are engaging with brands’ ads
  • ad fraud will be reduced
  • ad engagement tracking can be more accurate which entails more precise digital attribution
  • blockchain technology can solve the problem of ad frequency
  • studies have shown that consumers are more willing to share their personal data to receive relevant offers
  • blockchain’s transparent operations will help brands using this technology to build trust with their consumers
  • transparency will allow customers to check if their favorite brand is true to its story or live up to its claims by looking at the brand’s supply chain and find out how the product was made
  • through blockchain, advertising middlemen such as Google and Facebook will be eliminated

Here are 3 examples of how brands are already using blockchain technology:

MIT

As part of a pilot program, The Massachusetts Institute of Technology (MIT) has issued blockchain-based digital certificates to more than 100 graduates.

In October 2017, MIT partnered with Learning Machine, a software development company which created Blockcerts Wallet, an app that enables students to get a verifiable, tamper-proof version of their diploma that they can share with employers, schools, family, and friends.

MIT-blockchain-digital-diploma image source: news.mit.edu

The pilot program aligns with MIT’s goals of empowering the students to be “the curators of their own credentials”, says Mary Callahan, Registrar and Senior Associate Dean.

Babyghost

Babyghost is a Chinese fashion brand that fits its fashion items (bags, cardigans, dresses, etc) with a chip. The byer then scans the item with his/her smartphone and access all the information and history of that item.

babyghost-vechain
image source: fintechnews.sg

This technology offers an unparalleled interaction with the brand and the brand offers its buyers transparency. The app is called VeChain and is a product management solution on the blockchain.

The blockchain system gives a unique ID to every product that allows multiple parties to follow a specific product through the supply chain and post-sale.

With VeChain, Babyghost can create a great connection between their clients, technology and fashion. To celebrate brand landmarks, Babyghost can invite customers to scan their new bag and find that they had won a trip to an upcoming conference or free clothing. Possibilities are endless!

Walmart

Beginning with April this year, Walmart has been using blockchain technology to track package contents, environmental conditions, location, and other details.

Walmart official said that Blockchain was able to shorten the time it took to track produce from six days to two seconds.

walmart-blockchain
image source: qz.com

Thanks to the technology’s decentralised nature, Walmart’s blockchain-based system is protected from hacking attacks and data alterations.

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Top 5 marketing podcasts

top-5-marketing-podcasts

Are you interested in staying informed and educated to sustain your marketing efforts?
Do you feel stuck and in need of inspiration?
Listen to podcasts!

Here is our top 5 marketing podcasts list:

1.Marketing Smarts from MarketingProfs

marketingsmarts-podcast

image: player.fm

Marketing Smarts is a weekly podcast featuring in-depth interviews with smart marketers from all walks of life. Hosted by MarketingProfs, this 30-minute, weekly podcast will deliver actionable insights and real advice to help you market smarter.

Here are a few podcast titles to wet your appetite:

What is marketing automation anyway and what can it do for you?
Bring your sales and marketing stars into alignment for 2018
Optimize your marketing with 80/20

2. Duct Tape Marketing

duct-tape-marketing-podcast

image: player.fm

Duct Tape Marketing podcast delivers small business marketing insights from best selling author John Jantsch and business leaders around the globe.

Here is a small excerpt of John’s podcast titles:

How to attract customers and keep them forever
How to create content that stands out and gets results
Facebook advertising and engagement for small businesses

3. Neil Patel & Eric Siu: Marketing School/Digital Marketing/Online Marketing

neil-patel-podcast

image: player.fm

Neil Patel (CrazyEgg & Kissmetrics) and Eric Siu (Growth Everywhere & Single Grain) bring you daily actionable digital marketing lessons that they’ve learned through years of being in the trenches. Whether you’ve just started a website or you manage millions of pageviews, Neil & Eric will help you take it to the next level.

Neil and Eric tell it as it is and it shows in their podcasts:

Running out of marketing ideas? Do this!
Marketers are full of shit
7 unorthodox marketing hacks you ought to leverage

4. Online Marketing Made Easy with Amy Porterfield

amy-porterfield-postcast

image: player.fm

Amy Porterfield is a marketing strategist helping entrepreneurs build their business online.

If you are interested in online marketing development, here are a few podcasts examples that show how Amy can help you:

How to get noticed online when you are just starting out
Five ways to make money (without using webinars)
10 online marketers share their Zig stories

5.The Small Business Big Marketing Show

the-small-business-big-marketing-show-podcast

image: player.fm

Tim Reid is the founder and host of The Small Business Big Marketing Show. Tim (or Timbo as he likes to be called) is a marketing professional playing the marketing game for the past 30 years. In its 7th year, The Small Business Big Marketing Show is laser-focused on helping you implement clever, effective marketing ideas that you can use to grow your business into the empire it deserves to be.

Here are a few topics that you can listen to:

A new way to use video to market your small business with Video’s Hero Jules Watkins
Sports Illustrated was the inspiration for this clever email marketing strategy that lead to a 7-figure business sale
How to launch a product (or service) on a tight marketing budget with Tom Maclean of Sofi Spritz

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The customer experience in B2B marketing

A research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another. This 80/20 correlation is not a surprising revelation, meaning that customer experience is critical for customer growth, retention and advocacy and could potentially make or a break a company’s success.

The bad news is that most B2B companies are failing to meet post-sale customer experience expectations. 45% of the B2B customers that SiriusDecisions talked to indicated that they aren’t getting the value they were promised. As a result, 42%  indicated that they’re not sure about renewing with their vendor, while 61 % aren’t willing to recommend their providers. The study also shows a widening gap in terms of how executives and customers perceive the post-sale experience.

According to EY, it’s important to see that business-to-business (B2B) buyers are increasingly behaving like consumers — taking advantage of self-service digital channels to shape how they learn about and purchase products. This “consumerization” of B2B buying has made
customers increasingly elusive. To remain relevant, sales professionals can no longer carry on as they used to, they need to become just as digital as
their customers.

In this context, B2B marketers need to think about the end-to-end experience of customers. Companies need to pay particular attention to the post-sale experience—to make sure that they understand the wants, needs and pain points of the customers they serve.

Some of the main ideas we want to pinpoint for you from the EY study:

B2B buyers also have become more empowered. The advent of more transparent marketplaces and the proliferation of online content and digital communities, combined with social media, allow buyers to increasingly self-educate when evaluating their product and service options — and to make many of their purchases directly without ever dealing with a salesperson.

According to International Data Corporation (IDC), 50%—80% of
buyers’ decision-making processes are complete before a salesperson gets involved and 90% of decision makers say they never respond to cold outreach. In other words, B2B buying behavior is starting to look a lot more like that of B2C.

Buyers’ values and perspectives also are evolving as younger generations become a larger and more influential portion of the workforce.

It gets much more difficult for B2B companies to get customers’ attention and build relationships with them and create and sustain brand loyalty.

The important thing is to work out how we can get the same experience regardless of where customers interact with the companies and provide richer and richer experiences that add a lot of value as they go through the journey with us.

Identify leads and the right decision makers more effectively with social networking.

It’s important to put emphasize on leadership. According to a 2017 Edelman-LinkedIn report, 9 in 10 business decision-makers find thought leadership
important or critical to their decision process, while 82% said that thought leadership increased their trust in a vendor organization.

While B2B companies have made progress toward omni-channel sales, they still have a long way to go. According to one study, three-quarters of participating
B2B companies generated no more than 20% of their sales via e-commerce. Yet that’s likely to change in the near future, as a majority of respondents in that study expected their e-commerce sales to rise by over 5% in the next
12 months. (source: Interview conducted specifically for this whitepaper with Phil Lurie, SAP’s Vice President of Sales Technology.)

By shifting to a digital selling model, supported by a robust center of excellence, B2B companies can develop the tools, technologies and processes they need to create and develop stronger relationships with and relevance to customers in an
evolving digital world.

Moreover, according to a BCG research, here’s a new generation of B2B customers out there who do not expect, and in many cases do not want, to deal with a salesperson until it’s time to close the deal.

These new buyers look for the same digital experiences and features—including on their smartphones—that they encounter as consumers. Decision makers are increasingly supported by young, tech-savvy researchers, who commonly use mobile for work and multitask on more than one screen.