Great read! why adidas shifts its digital comms strategy… “4 yrs ago its #attribution modeling was based on last-click and it didn’t do any #brandtracking. It also focused on #efficiency over #effectiveness, leading it to look at specific KPIs and how to reduce their cost rather than what was in the best interests of its brands.”
“Adidas introduced a new campaign framework with emotional, brand-driving activity at the centre. This was an attempt to connect with consumers around major campaigns three or four times a year, while at the same time Adidas ran advertising with a rational message.”
Adidas: We over-invested in digital advertising
Adidas admits that a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building.
“Most of our content wasn’t really helping us reach the goals we wanted to achieve. We analyzed 70 pieces of content over the span of two years and discovered that only about 16% of those articles were responsible for generating 84% of our leads. Not great.”
“Organic search presented the best long-term opportunity for growth. Our sales from organic search traffic were three times higher than the previous year, and we weren’t even applying an SEO strategy. “
- We developed pillar pages.
Pillar pages are pages on your site that serve as a content hub for a particular topic (or keyword) that you want your company to rank for in search engines. Instead of churning out a ton of content, we opted for quality over quantity.
- We optimized our existing on-site content.
We identified other pages on our site that contained content that was similar to or overlapped with our pillar pages and redirected them to the relevant pillar page so that they didn’t compete with one another for rankings. Also, we took a hard look at our other pieces of blog content to determine whether we should update them.
The SEO Experiment That Improved Influence & Co.’s Rankings
To see your content rank higher in search engines, try taking a page out of our book by performing this SEO experiment.
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Five Ways To Create Effective Conversion-Driven Influencer Campaigns
Conversion-driven campaigns can take your influencer marketing strategy to the next level.
Simple, transparent and works like magic.
A simple goal setting system and to keep track of your progress is to use the ‘Objective and Key Results’ [OKR] methodology. It describes the brands ’what we think is important and why this is important’ plus the ‘how do we get there’ meanwhile smashing departmental silos.
This quite blew my mind when reading the book. N=1, I never heard about this before and this feels like the best-kept secret of tracking progress. From my own experience implemented in two major projects for the Olympics and this book, it works like magic to keep track and be accountable.
I like it because of its simplicity, transparency, openness and no-nonsense approach. It gives a tangible measurable direction with accountability and clarity. As all is written down, openly communicated and available for all employees in the company, everyone knows what everyone else is doing and can help each other.
The TED Talk | Measure What Matters
John shares his take on what makes the difference between success and failure. Telling stories of ambitious leaders and teams, John’s keen observations and insights bring light to an oft overlooked aspect of dreaming big.
Long, super interesting read on how brands need to shift and use cultural insights to become relevant. Must read for all strategists and marketers.
Branding in the Age of Social Media
A better alternative to branded content
Thanks to Anneke Schogt [IMA] for sharing
Read also: http://fleurwillemijn.com/insights-for-strategy/ on how Levi’s uses insight for explosive growth and how Jamie Oliver fails based on insights.
Why you still suck at your help content and ain’t got your sh*t in place. I absolutely second that, thnx Mark Schoones.
“But where is the hygiene-content? The factual stuff. The basics. The answers to the questions consumers truly have? That information is often hidden on hideous service pages or user-unfriendly PDF-esque manuals. Why?”
“Finding the answer to that question isn’t that hard. See; traditionally marketers aren’t used to answering exact consumer questions. That was always a customer service thing. And Mister Customer Service doesn’t tend to have the same deep pockets Mister Marketing has. And so consumers are condemned to cheap ugly ass product descriptions and coma-inducing FAQ-pages.”
“Pity. Because answering existing questions in a consumer-friendly manner pushes basically every single KPI-button a marketer could aim for. The Samsung-campaign Android & You, a campaign launched three years (!!!) ago in the Netherlands, proved to increase NPS-scores, purchase intent ánd brand consideration. Just by offering answers to existing consumer questions. Transforming customer service into a branding tool. And decreasing the number of incoming service calls at the same time. Win-win.”
“So, how do you start? Simple. Just find out which questions your target audience has. Tinker with the Google-machine, ask your customer service department, look at user behavior on your website. Construct and test the perfect answers. In video. In written form. Whatever works best. And publish. This approach will work. Whether you sell phones, send packagesor fly blue airplanes.”
“And before the Byron Sharp brigade starts off a collective rant in the comments; I’m not claiming awareness-fueling hero-content is obsolete. But there’s something valuable lying on the bottom of the pyramid. Let’s not forget that. Because sometimes satisfying your customer is as easy as just answering a question.”
Dare to be different and stand out.
“First, prioritise being noticed above other goals. If you fail there, everything else is academic.
Second, apply the findings of von Restorff, who 80 years ago discovered that the best way to be noticed is to be distinctive. Despite this finding being well established in psychology, much advertising slavishly abides by category conventions. That mimicry comes at a cost.”
The ‘safest’ ads are at greatest risk of going unnoticed
Marketers, like all humans, believe everyone is as interested in their work as they are, leading to ads that fall at the first hurdle by taking it for granted that they will be noticed.
“Last June, The Times used eight freelancers and tagging tech over three months to segment 1,000 articles from the previous 17 months. Each article was tagged with 16 different pieces of metadata, included criteria like the content tone, the headline type, the article format and geography. These tags were plotted against 10 metrics that show engagement, such as pageviews, time on page, whether someone has commented, saving, sharing, whether the reader is registered or a subscriber. That information has then been used to dictate content strategy.”
“For example, over the last few months, The Times has published 15% fewer stories on the online Home News section after learning that news with no additional or exclusive content underperforms.”
“The social team has since gotten more strategic with promoting stories on Facebook based on the tone or headlines that would do well at driving referral traffic. Evans wrongly assumed that headlines typically drawing people in would drive more referral traffic.”
How The Times of London increased digital subscribers 19% in a year – Digiday
The Times has undertaken a year-long project understanding how decisions editors make impact the reader, in order to drive retention.
“It is built on a very simple but important consumer insight, which is when it comes to haircare consumers are very much looking for insight, inspiration, and tips from people like them.”
“This means the marketing tool needs to function much like an independent publisher working with a network of influencers to retain authenticity and build strong consumer relationships.”
“Gandhi explains: “We understand what consumers really care about and make sure we provide the right insights back to the brand. But on the reverse, we also make sure we recommend the right brands to the right consumers.”
- founded in 2013 in Canada, global roll out
- 30+ editorial team
- works like a newsroom
How Unilever’s haircare platform puts tech at the heart of content – Marketing Week
All Things Hair has a dedicated editorial team that aims to provide hair advice to consumers while sharing insights and data with brands.
Community is evolving
72% of people see community existing online as much as offline, and 74% now expect brands to actively contribute to society.
Sports fans are eager for 2020
With more than 1 in 5 people saying they start following their favorite teams or athletes a year in advance, this summer might just be the perfect time to start thinking about how you want to connect with these superfans.
Brands play a key role in the Instagram community
They go to Instagram to discover and access a wide variety of sources and are especially fans of direct communications from brands. Fun and entertaining brand content presented in an authentic way (that’s not necessarily perfect) is often what stands out.
People share what matters most to them
Planners can build more relevant campaigns by checking back each month to see what people in their key markets are talking about. E.g. May 2019 https://www.facebook.com/business/news/insights/2019-05-topics-to-watch-united-states?ref=fbiq_2019_summer#
Stories ads carry huge creative potential
Source: Facebook IQ
Summer Reading 2019: Facebook IQ Highlights for Planners
Which insights from Facebook IQ can you carry from the beach into the rest of 2019? We recap key themes from the first half of the year that planners and strategists shouldn’t miss.