Using a Virtual Marketplace to Evaluate Your Marketing StrategyEric Paquette, Senior Vice President, CopernicusMarketing mix optimization models that enable marketers to develop a virtual marketplace have received a great deal of attention for their ability to evaluate and plan marketing activities in today’s complex Bought, Owned, and Earned marketing and media landscape.
Increasingly, however, marketers are also taking advantage of the opportunity to use these models to evaluate the fundamentals of their marketing strategy.
In this webcast, Eric will discuss how to embed key elements of your marketing strategy in a virtual marketplace by leveraging your existing research. He will also describe how you can use a virtual marketplace to:
• Evaluate targeting, positioning, and communications planning decisions
• Assess short-term approaches to “plan around” weaknesses
• Identify longer-term solutions to significantly improve the strategy
Very importantly, he will emphasize how you can use a virtual marketplace to demonstrate the ROI of strategic marketing research.Read more >
It’s the Holy Grail of marketing mix optimization in the bought-owned-earned media landscape—a virtual marketplace that makes it possible to evaluate the ROI of current marketing and media plans. Many marketers also are using this tool to simulate innovative marketing strategies and plans they have never tried before and forecast the likely results.
In this webcast, Jeff Maloy will explore the most critical issues to building, using, and applying the results of a virtual marketplace including:
• Establishing the marketing or business problem you are trying to solve, and identifying when these types of models are most appropriate.
• Understanding and modeling how "agents" (e.g., consumers, businesses) behave, interact, and network.
• Optimizing the current mix across the bought-owned-earned media landscape.
•Testing alternative targeting, messaging, marketing, media, and competitive response scenarios using a dynamic simulation tool.
Jeff will offer perspectives on the types of questions this tool can help marketers solve, and provide examples of how brands have used it for marketing mix optimization and improved ROI.
In this webcast, special guest Phil Burroughes, commercial director of retail and shopper marketing agency rmi, will tackle the often confounding topic of understanding the journey shoppers take as they move along the path to purchase.
Challenging the current thinking in the industry, Phil will demonstrate how a change in planning principles can drive sales and awareness for a brand in retail channels. He will describe a simple model that can help marketers isolate the frequently-missed key moments in shopper journey planning, as well as a two-stage approach to engaging retail partners and shoppers to optimized sales.
Retailers and manufacturers are aligned in their quest for improved foot traffic and increased market baskets. To this end, it pays for marketers to dive deeper into the reasons shoppers have for visiting a (physical or online) store.
This "trip mission" greatly influences the choice of channel, and the types of marketing and promotional tactics that are effective in driving sales. By fully understanding the different types of shopping occasions, marketers can deliver retailer- and channel-specific planning guidance to improve sales.
In this webcast, Jeff Maloy will describe an approach marketers can use to classify consumer buying occasions and develop a richly-descriptive typology for the channels and “media” they use.
More and more brands that primarily sell through retail also use their websites to sell direct to customers. A brand’s ecommerce shoppers, however, not only differ in important ways from their retail targets, but also from each other.
Understanding these distinctions is critical to optimizing site effectiveness.
In this webcast, Eric Paquette will describe tools to identify, size, and profile a brand’s ecommerce shoppers and develop strategies to drive increased sales.
He will demonstrate how to:
- Identify the most valuable ecommerce shoppers for your brand
- Understand their needs from the brand’s ecommerce site
- Measure how your site delivers against those needs.
In the digital age, capitalizing on the biggest opportunities to move shoppers towards your brand and drive sales in different channels requires relevant, executable knowledge of how to most effectively reach and engage target shoppers.
In this webcast, Peter Krieg will discuss an innovative approach to shopper marketing strategy development that drives sales, profits, and brand equity. He will demonstrate how you can apply profit-driven insights to enable highly effective digital programs and improve integration with overall brand strategy.
Learn how to:
• Identify the most profitable group(s) of shoppers to target for your brand
• Determine the touchpoints along the target shopper’s path to purchase that have the greatest effect on sales, loyalty, and advocacy
• Understand consumer buying occasions and the channels they use
To more effectively use digital communications channels and integrate online and offline marketing efforts, marketers often do research to better understand the habits, behaviors, and activities of their most profitable targets. The big challenge comes not from getting good, comprehensive information, but taking it the next step and using it to guide strategy and planning.
In this webcast, Kevin Clancy will describe how to study these targets in terms of their digital behavior, investigating the extent to which they use the web to better inform their buying decisions and to communicate with like-minded people everywhere.
He will focus in particular on guidelines marketers can follow to ensure digital insights will not only drive strategy, but also the successful execution of that strategy.
While most marketers agree that social media listening can provide important real-time insights about trends, unmet needs, and campaign and new product performance, they continue to wrestle with the best way to sift through the volumes of consumer-driven conversation in order to find the truly valuable information that can guide marketing decisions.
In this webcast, special guest Rolf Olsen, Marketing Sciences Director at communications planning powerhouse Carat US, will offer some key questions to ask and answer to help you formulate your own social media listening plans.
Rolf Olsen has over a decade of experience in the data and insight industry and built the social listening capabilities of Carat’s parent company Aegis Group from the ground up. Drawing from his experiences from the client- and agency-side, he will give his front-line perspective on:
•The importance of establishing a formal social listening program
•Taking a balanced approach to filtering the data coming from social sources
•Best practices for selecting a listening partner
Throughout his talk, he will weave in examples and case studies to illustrate what other brands are doing with data and insights gathered from listening efforts.
“Ultimately the brand resides in the minds of its stakeholders,” branding guru Kevin Lane Keller once wrote. Yet in today’s “cluttered” world, it is difficult to occupy any place in customers’ minds, let alone a differentiated and superior position. The challenge for B2B and B2C marketers is to develop and execute a unique, ownable, and consistent brand strategy that will take hold and endure.
In this webcast, Jeff Maloy will describe how you can ensure the brand strategy you develop will reach your target customers and be reinforced in their hearts and minds. He will present a framework for aligning the 7 critical components of a brand strategy, as well as offer a process for translating this strategy into execution.
You will learn:
• The framework and key components of a compelling, cohesive, and powerful brand strategy.
• How to successfully manage the transition from development to implementation.
• Criteria to use to evaluate different executional elements–from logos, to new products, to ad campaigns.
With all eyes on marketing’s ROI, marketers need to figure out not just what they get for what they spend, but also what to do in order to continuously improve the rate of return.
In this webcast, Kevin Clancy will present brand new statistics on the ROI of different kinds of advertising, from traditional to search. He will highlight the biggest areas of opportunity for improvement and discuss ways B2C and B2B marketers can go about improving the effectiveness of communications programs.
Many marketers refer to customers who love their brand and want to tell others about it as their "brand advocates."
Long prized by marketers because they spread positive messages about brands through word-of-mouth, brand advocates have received increasing attention because of the digital tools now available to spread those messages more broadly, quickly, and creatively.
In this presentation, Eric Paquette will describe approaches you can use to assess advocacy and identify your brand advocates. He will also discuss how to understand what you want to communicate about your brand to them--often not the same messages that you would typically share with your broader target audience.
He will also discuss case studies showing how other marketers have effectively identified, reached, and impacted brand advocates.