Mediaboss Marketing

Looking for a marketing-related read for the long weekend?

LinkedIn has published the second edition of its Big Thinking digital magazine, which includes a range of interviews, insights, tips and notes on various marketing-related subjects and trends.

The 36-page magazine includes expert notes on sustainable marketing practices, evolving messaging processes, and creative tips from Disney no less.

Theres also a section which looks at how marketers can mitigate the loss of cookie tracking data, and how to build an employer brand (and why you should).

LinkedIn has also included expert interviews on customer experience, digital transformation and creative B2B strategies, among other elements.

There are some good notes, which could help you formulate a more effective marketing approach for your brand, in line with the latest trends, while its also handy to stay up to date with the latest trend insights and tips to keep your market knowledge fresh.

And its free. If nothing else, its a quick overview of some of the key trends that are playing on the minds of the top industry professionals, which will likely trigger at least inspiration in your own efforts.

You can download LinkedIns latest Big Thinking digital magazine here.

Link:
LinkedIn Shares Marketing Industry Insights and Tips in Latest 'Big Thinking' Digital Magazine - Social Media Today

To tweet this release: https://thelede.ca/nHle80

TORONTO, July 4, 2022 /CNW/ - The Institute of Canadian Agencies (ICA), in partnership with Bell Media, today announced the newly selected jury for the 2022 IDEA Competition. Comprised of 14 established talent from the Canadian media sector, each jury member brings a breadth of creativity, experience, and vision toward increasing diverse and inclusive representation in advertising and within the media industry.

The IDEA Competition jury will award $1 million worth of media inventory to one campaign that demonstrates a clear message of diversity and inclusion, with this year's competition highlighting LGBTQ+ communities.

This year's jury members are:

Ira Baptiste Board chair of the ICA and Managing Director, EVP, Brandfire Marketing Group Inc., Ira has 25 years of experience as a successful marketing and advertising executive and has worked with multi-national advertising companies and small independently owned agencies across Canada and Europe.

Chris Bergeron Chris worked a successful career as an arts and entertainment journalist before making the jump into advertising, where she is currently the Vice President of Inclusive Creativity at Cossette, working on major brands such as McDonald's Canada, General Mills, TELUS, and more. Chris came out as a transgender woman six years ago, and since then actively promotes diversity, inclusion, and the rights of transgender people and marginalized groups by sharing her story publicly. In 2020, she was named AdWeek's Champion of Diversity. She is also a published author of the novel Valide, which is read in over sixty high schools across Quebec and was named in Le Devoir's 15 Best French-Canadian Books of 2021.

Rachel CrowSpreadingWings Head of Content for the ICA and former video journalist for CTV News Winnipeg, Rachel is a member of Kainai First Nation in southern Alberta, part of the Blackfoot Confederacy. Her on-air experience includes roles as anchor, live reporter, and producer as well as producing her own TV show. A winner of the Alberta Equity Scholarship from the Jim Pattison Broadcast Group, Rachel graduated from Lethbridge College in 2015 with a diploma in Communication Arts and a major in Broadcasting.

Deven Dionisi Deven is a Director of Marketing at Maple Leaf Sports and Entertainment, overseeing a group of growth and impact strategists, and the Co-Chair of its 2SLGBTQ+ Employee Inclusion Group for its over 4,000 staff. Having lived and worked in Milan and Shanghai, Deven has helped brands such as Cirque du Soleil, L'Oreal, Subway, and Unilever connect with people in North America, Europe, and Asia. A business and systems designer at heart, he believes that through collaboration, studying the cultures of communities and organizations, and applying foresight, society will be able to create the conditions for cultural shifts and lasting change to take hold.

Jerry Jarosinski Jerry has focused his extensive career on CRM program planning, design and execution, building and developing loyalty and retention programs/systems, and digital marketing on both the agency and client-side. Some of the brands he has worked with include RBC Royal Bank, HSBC, BlackBerry, TELUS, Rogers, and Sears Canada. He has worked at various agencies in scale, from small to large, but always stays focused on his passion - CRM and data.

Scott Knox President and CEO of the ICA since November 2016, Scott was previously the Managing Director of the Marketing Agencies Association (MAA) in the U.K. for 15 years. In 2015, he became the Founding President of the world's first event LGBTQ+ group for advertising and marketing when he launched PrideAM. Scott has been featured in Campaign Magazine's "A-List" and the Daily Telegraph's Out @ Work as one of the most powerful LGBTQ+ leaders in British business.

Nadya Kwandibens Nadya Kwandibens is Anishinaabe from the Animakee Wa Zhing #37 First Nation in northwestern Ontario. She is an award-winning portrait and events photographer, a Canon Ambassador, and has travelled extensively across Canada for over 14 years. In 2008, she founded Red Works Photography, a dynamic photography company empowering contemporary Indigenous lifestyles and cultures through photographic essays, features, and portraits. In addition to commissioned works, Nadya delivers empowering photography workshops and presentations for youth, universities, and community groups. She currently resides in Tkarn:to on Wendat, Haudenosaunee, Mississauga of the Credit River and Dish With One Spoon Territory.

Alison (Ali) Leung Head of Global Content Marketing, Community, Scaled Acquisition, Underrepresented Entrepreneurs at Shopify, Ali is a purpose-driven marketer who is helping make commerce better for Canadians, by supporting independent businesses in every way possible. Prior to joining Shopify, Ali was the Vice President of Marketing at WW (formerly Weight Watchers), helping to inspire healthy eating habits. She currently sits on the boards of Canada Learning Code and Royal St. George's College.

Traci Melchor Beloved for her outgoing and lively personality, Traci Melchor is an icon on the Canadian entertainment scene. Vibrant, witty, and fabulous, this Pickering, Ont. native is a Senior Correspondent for Canada's most-watched entertainment program, ETALK and a Resident Judge on the Crave Original series, CANADA'S DRAG RACE, where she won a 2022 Canadian Screen Award (CSA) for Best Host, Factual or Reality/Competition Series.

Brandon Moonrei Director of Client Strategy at Bell Media, Brandon has more than 15 years of experience in the fields of data, marketing, creative, partnerships, sales, and product development. He has been recognized globally with 10 international awards for creative and product leadership, including presenting at the Neuroscience World Forum in Rome, Italy. As a champion of diversity and inclusion, Brandon leads Bell's partnership with the ICA/IDEA competition, and acts as an office lead for Bell's Diversity and Inclusion Think Tank (DAITT).

Sadie-Pheonix Lavoie Sadie-Pheonix is a Two Spirit Anishinaabe from Sagkeeng First Nation and a fourth year Sundancer. In 2017, they graduated from the University of Winnipeg with a BA in Indigenous Studies and Political Science, following co-founding Red Rising Magazine in 2016. They are currently working as community support staff with the Northern Manitoba Food, Culture, Community Collaborative as well as being a recognised freelance graphic artist and designer, photographer, published poet and painter. Sadie-Phoenix is very active within grassroots organizing for land and water protection, focusing on Indigenous sovereignty, matriarchy, and two-spirit recognition.

Justin Stockman As Vice President of Content Development and Programming, Justin Stockman is responsible for English TV programming including CTV, Crave and Bell Media's English-language specialty channels Discovery, MTV, E!, Much, CTV Drama, CTV Life, CTV Comedy, CTV Sci-Fi. His role includes the ongoing negotiation and development of Bell Media's Original Production programming content for all platforms with local producers and international studios. Stockman also leads Bell Media's diversity and inclusion initiatives, both internally as a member of the organization's Diversity Leadership Council and with external partners like HireBIPOC, the definitive and ubiquitous industry-wide roster of Canadian BIPOC creatives and crew working in screen-based industries.

Sarah Thompson As the Chief Strategy Officer at Mindshare, Sarah brings together media, creativity, and data. She is an advocate for the LGBTQ+ community as well as a champion for local media in Canada. In her previous roles, she has worked in creative and brand strategy, organizational design, analytics, public relations, events planning, and digital and social marketing strategy. There is no right and left-brain in how she approaches problems for clients. She is the former co-chair of the CMA Media Council, and is currently on the CMDC Local Media Committee. She is also a mentor with the ICA, APG, and in WPP's Next Gen program.

Dr. Elizabeth (Dori) Tunstall Dean, Faculty of Design at OCAD University, Dori is a design anthropologist, public intellectual, and design advocate who works at the intersections of critical theory, culture, and design. As the first Black female Dean for the Faculty of Design, Dori is a globally recognized figure in the decolonization of design institutions and practices.

As previously announced, the IDEA Competition is open to national and international brands and their agencies, who are invited to submit groundbreaking work that celebrates diversity and inclusion through advertising. Creators of the winning entry will have access to the full range of Bell Media's platforms - TV, radio, out-of-home and digital to execute their $1 million campaign in 2023. Deadline for entry to the competition is July 29, 2022.

The IDEA competition builds on the broader IDEA initiative, launched in 2017 by the ICA, to promote inclusivity, diversity, and equity in advertising.

Brands and their agencies can enter the IDEA competition at https://theica.ca/idea-competition.

SOCIAL MEDIA LINKS

Twitter:@ICACanada@BellMediaPR@TheLede_CA

LinkedIn:ICA Institute of Canadian AgenciesBell Media for MarketersThe Lede

About the Institute of Canadian Agencies (ICA)Since 1905, ICA has been the recognized, not-for-profit association for Canadian advertising, marketing, media, and public relations agencies. ICA's mission is to Amplify, Protect and Transform the agency sector through advocacy, awards, community, consultancy, insight, networking, research and training. ICA membership and board of directors represent some of the most recognized and influential businesses in our industry, both in Canada and internationally. Learn more at https://theica.ca/

About Bell MediaBell Media is Canada's leading content creation company with premier assets in television, radio, digital and out-of-home media, including 35 television stations that are part of the CTV and Noovo networks; 27 specialty channels, including sports leaders TSN and RDS; streaming services Crave, TSN Direct and RDS Direct; the iHeartRadio Canada brand encompassing 215 music channels, including 109 radio stations in 58 Canadian markets; and the Astral out-of-home advertising network. Bell Media is also a partner in Pinewood Toronto Studios, Montral's Grande Studios, Just for Laughs and Dome Productions, one of North America's leading production facilities providers. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company. Learn more at BellMedia.ca.

SOURCE Bell Media

For further information: Scott Knox, ICA, [emailprotected] Or Kaitlynn Jong, Bell Media, [emailprotected]

Read more:
The 2022 Inclusivity, Diversity, and Equity in Advertising (IDEA) Competition Jury Announced, Including CANADA'S DRAG RACE and ETALK's Traci Melchor -...

In business, in general, one must always start out with the end goal, the objective, in mind.

And thats not enough. Once this final goal has been established, intermediate stages need to be imagined and identified, those that will mark the pace of the journey, and, above all, those that can constitute the ideal moments to calibrate the trajectory.This applies at every level.

It applies to a companys overall revenue and turnover goals. It applies if a cost and waste reduction program is being put on track. It applies to any restructuring of dynamics or team. And, of course, it also applies to any individual marketing campaign.

In short, it is a modus operandi that must apply at all stages of a companys life. On this, there is no doubt or uncertainty.

Having made this clear, however, its crucial to pause and reflect on a decisive point: setting a goal or milestones, a path is utterly useless if one is not able to measure results with breadth and precision, to evaluate progress carefully, to keep track of what is working and whats not.To measure is to know. And knowing is the only possible way to course-correct, or accelerate the pace.

Here, in a nutshell, is the absolute and central importance of the marketing KPIs (Key Performance Indicators) we have decided to focus on in this post.

Lets start with some basic definitions: KPIs are metrics and indicators that are used to measure performance as objectively as possible.

In the specific case of marketing departments, measurement can be about return on investment, the effectiveness of campaigns, the ability to attract the attention of new customers, the ability to generate leads or conversions; and then, even more deeply, you can investigate levels of engagement and satisfaction, retention rates, the overall quality of the Customer Experience, and how this data changes when subsets of targets are taken into account.

Lets get even more specific.To bring the meaning of marketing KPIs into clear focus, we can trace a three-step path. At the base are so-called indicators: simple measurements with a shallow level of depth. For example, for a video-marketing campaign, an indicator could be the number of people who watched a video, the total duration of those views, the channels where they occurred, and so on.

Were talking about information with a very wide range, and not calibrated in a context that makes it critical, operational, strictly functional to the goals a company sets with its marketing strategies.

There is then an intermediate step: that of performance indicators, which are more specific and circumstantial, and bring us to marketing KPIs.

Key Performance Indicators, finally, constitute the subset of information that is most important and critical to a companys marketing compartments (or to an individual campaign).

Lets make one thing clear right away: there is no universal rule. It all depends on the type of company, the type of campaign, the target audience, and the peculiar goals you set.

However, before providing you with a list of some particularly popular and important types of marketing KPIs, we want to highlight some common characteristics that underlie an effective and intelligent choice.

The best marketing KPIs must therefore be:

Pay attention to this additional element as well: marketing KPIs existed and were set even before the Digital Transformation, of course.

But with the digital shift, the change has not only been in quantitative terms, but also in qualitative terms. Its not just a question of the breadth and accuracy of the data collected, but also because of the speed with which KPIs change.

For example, a 2021 study by Salesforce (a difficult and, therefore, significant year) showed that as many as 78% of companies changed their metrics from the previous year (source: salesforce.com).

And here we are with a quick roundup of the most important and significant marketing KPIs; it almost goes without saying that this is a very narrow choice:

1) CAC (Customer Acquisition Cost).

CAC is the cost incurred by a company to win a customer. A rather broad and general indicator, but one that is certainly indispensable. It is calculated by dividing marketing and communication investments by the number of customers acquired in a given time interval.

2) CLV (Customer Lifetime Value).

Here, we get into a deeper metric, which should always be considered in close relation to CAC.

CLV, in a nutshell, is the value of a customer to a company over the lifetime of their relationship. Were talking about a very decisive indicator, because increasing the CLV of ones existing customer base is the main way to increase turnover and revenue.

Just consider this figure, to get an idea: for a company, it costs 6 to 7 times more to win a new customer than to retain one (source: inc.com).

3) ROI (Return on Investment).

Here, were in the realm of one of the most cited and central marketing KPIs. Quite simply, the gain from a given marketing action is related to how much is invested.Please note: the best way to set this metric is through the integration of CAC and CLV.

4) Reach.

After some very broad marketing KPIs, we come to some much more specific indicators. Reach is the audience reached by a marketing campaign. In short, its the number of unique people who view a piece of content.

5) Impression.

Here, instead, the number of views of a piece of content is counted, not the number of unique visitors.

6) Bounce rate.

A KPI that is certainly familiar to web marketers (with a focus on SEO) is this one: the bounce rate measures the number of users who abandon a site or page within a few seconds, without taking any action.

Bounce rate is also an important indicator also for email marketing (in this case, we talk about the non-delivery rate).

7) Open rate and click rate.

These are two crucial metrics for the email marketing field. They measure the open rate of a sent newsletter and the rate of clicks made by recipients.

8) CTR, Conversion Rate, LAC.

We have already mentioned the clicks made by the recipients of an email marketing campaign; more generally, the CTR (Click Through Rate) measures the rate of clicks on the total number of impressions of a piece of content. So, this indicator has much in common with the Conversion Rate, which instead gives a measure of the number of users who complete the path to a call to action.

Even more specific is LAC (Lead Acquisition Cost), which focuses on the moment when the visitor becomes a so-called lead, and is thus added to the list of contacts.

9) Website analytics.

Again, there are many types of metrics in this area. The most important ones?

Number of visits, the number of unique visitors, the average time of a visit, the average time spent on a page (an indicator that is highly rewarded by search engines). It also includes a whole host of other increasingly specific metrics.

10) Social media KPIs.

The field of social media, as you can guess, is vast. And its impossible to summarize all the valuable indicators for social marketing.

Certainly, however, you cannot limit yourself to the number of fans or followers. Its essential to keep track of the number and type of reactions, comments, and mentions. Engagement Rate aims to keep all of this together, measuring the number of interactions linked to a piece of content in relation to the number of followers on a page.

The AER (Average Engagement Rate), on the other hand, calculates the engagement generated by the entire page, obtaining the average Engagement Rate value among all content.

11) Churn rate.

Clearly this list could go on and on. But lets conclude with the big bogeyman among marketing KPIs: the churn rate, which measures customer churn.

Theres no better way to keep the bogeyman at bay than to learn how to measure its characteristics and size.

Rather than ending up in a very cold list, lets conclude this post by identifying two rather common mistakes to avoid when it comes to identifying the right marketing KPIs.

The first is to always measure only what you have already measured in the past. Todays market ecosystem is more fluid and unpredictable than ever before. Everything changes rapidly. So, even the maps have to adapt and change rapidly. A key KPI today may not be one tomorrow.

The second is, dont limit yourself to measurement. What emerges from metrics, in fact, becomes completely useless if its not communicated within the company in the most effective way. And here comes the issue of so-called data visualization, that is, the best strategies for presenting the raw data in graphical form: a form that helps to read this information, to make it understandable without excessive time and energy. And thus, ultimately, to make this data meaningful.

The rest is here:
KPIs in marketing: what are they and how to measure them? - Doxee

Last fall, direct-to-consumer shaving brand Harrys grew its in-house capabilities, adding an in-house studio with a full-time in-house photographer to its staff. The company did so as it has been spending more time on its organic social content, creating content specifically designed for the channel i.e. something designed for TikTok or Instagram that would fit the kind of content thats posted there rather than posting something thats one-size-fits-all.

It makes us more nimble, it saves on cost and brings higher quality [to our content as well as allows us] to iterate more in-house, said Marina Cashdan, head of creative and comms at Harrys. We dont want to just drop a product image on every touchstone thats the same but telegraph the content for each channel and audience.

The in-house team is composed of 13 creatives including project managers, operations, producer, production leads, an in-house photographer, copywriters, designers, art directors,as well as five people handling communications for the company. Harrys, founded in 2012, has had an in-house creative team since its inception. While the team handles everything from physical packaging to organic social media to partnerships to digital marketing content the company will tap agency partners and freelancers as needed.

Bolstering the in-house teams capabilities with an in-house studio is a sea change for the brand that will allow it to be more nimble, explained Cashdan, adding that theres been packaging updates and various other innovations lately. The studio now allows them to iterate on art direction, said Cashdan, as well as tailor [content] more for our dot com, social, we dont want to just drop a product image in every touchstone thats the same but telegraph for each channel, audience.

That tailored content has helped Harrys in its effort, over the last year-and-a-half, to shift its social presence and lean into more organic social content that feels native to the platform that it is on. The reality is that so many consumers now will go to Instagram first, said Cashdan of the companys need to lean into organic content across various social platforms now. Different from the website, it brings out the personality, values of the brand.

Its unclear how much Harrys has invested in its in-house agency or its content studio as the company declined to share those figures. The company also declined to share how much it is spending on organic content or its media budget. That said, Cashdan did share that Harrys is investing much more in organic social but also investing in paid channels and that it isnt moving [dollars] from paid to organic.

During the first two quarters of 2022, Harrys invested $30.6 million in advertising placements, per Kantars data, which also found that Harrys invested $46.9 million throughout 2021. Those figures exclude spending on social media channels as Kantar doesnt track social spending.

As for strategy, Harrys in-house team maintains a pre-planned social content calendar to engage its audience but doesnt dictate a set cadence of posts each week. The team focuses content around major brand initiatives, launches, cultural moments as well as lighthearted content that reflects the brands personality.

For example, most recently we leveraged our Instagram to provide a behind-the-scenes sneak peek of our Pride campaign a few days before it officially debuted, said Cashdan in an email. We continue to engage with our community via posts and comments as they interact with that content.

Building out a studio in-house and focusing on organic social content makes sense to Eunice Shin, partner and global head of direct to consumer at Prophet, a growth strategy consulting firm, as thriving DTC brands focus on content, community and commerce.

Todays DTC world has shifted to a little more of an on-demand approach, said Shin. Brands have to have creatives, writers, photographers, all filling the content engine. They need to be giving customers a reason to come back with new imagery, content, etc. It cant feel static and the same all the time. It has to feel fresh and new on an ongoing basis. Bringing that capability in-house makes it easier for those driving performance marketing,have a consistent voice and brand story.

That said, Shin cautioned that the approach only works if the in-house team is capable of telling the right brand story for that brand and that brands community. If your team doesnt do the right job, not effectively telling a story [that can be a problem], said Shin. But if theres a team that understands north star then its great.

https://digiday.com/?p=453789

The rest is here:
'Makes us more nimble': Why DTC shaving brand Harry's has bolstered in-house capabilities, is focused on organic social content - Digiday

As it looks to add more ways to help creators to build their presence, and monetize their work in the app, Facebook is launching a new Creator Collaborations feature, which will enable creators to collaborate with others on content to expand their reach.

As you can see in this example, Creator Collaborations will enable multiple creators to be listed on a single Facebook post, providing both additional brand awareness, through the tag, and expanded reach to the combined audience of both collaborators.

As explained by Facebook:

With this tool, a creator can invite a second creator to publish a single piece of video content together. If the second creator accepts, the post will publish on both collaborators pages. Collaborators will share the same distribution for the content, and be able to view shared insights, such as reach and engagement, within Creator Studio.

It's much like Facebook's existing Branded Content Tags, which enable brands to tag collaborating businesses in a single post to boost their promotional efforts.

And it could be a great way for more established stars to help up-and-comers get more exposure, by showcasing their work to a wider audience, and enabling viewers to tap through on their profile for more info.

Though it is fairly limited right now.

Facebook says that the option is currently only available for video posts, though more creation options are in development.

But it could provide more capacity for building a presence in the app, which could also make Metas tools a bigger part of your community building, and ultimately, monetization efforts.

Meta has also added ads for short-form video and live-streams, a new Creator Marketplace on Instagram, an expansion of its Reels Play Bonus program, and more, which all provide additional pathways for discovery and monetization for creative efforts in its apps.

Luring the top talent is a key battleground for social apps, with every platform now offering incentive programs and deals to sweeten their offerings, and keep the most talented creators posting regularly, which in turn keeps users coming back for the latest updates.

Indeed, just this week, YouTube signed a new exclusive content deal with one of Brazils most popular gaming creators, and its these types of direct publishing deals that will likely become increasingly common as YouTube and Meta, in particular, look to combat the TikTok threat.

Starve competitors of content, and youll drive audience back to your apps, which is a more expensive, and potentially risky path to take. But it could be how Meta eventually wins more users back to its apps.

See original here:
Facebook Launches New 'Creator Collaborations' Option to Help Boost Creator Exposure in the App - Social Media Today