Pieter Jan De Kroon

The wonderful Stan Chen talking about B2B marketing in China. When I speak to B2B businesses, there are several pain points- 🤔 Driving quality leads to their sales teams in China. 🤔 Supporting events in China, with pre-heat marketing, data capture and lead nurture. 🤔 Driving credibility of the firm and creating a reason to believe in the eyes of complex decision-making units. 🤔 Improving conversions and customer loyalty. In essence, how to drive marketing through the funnel. 💡 Chinese B2B marketing goes beyond Baidu and WeChat, and must fuel the marketing and sales funnel for your audiences. If you want to know how to drive successful growth in China, please message me on Linked In. Emerging Comms

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Microsoft paid the Rolling Stones a staggering $3m to use their hit Start Me Up for the Windows launch in August of 1995. When targeting Gen Z, does this conventional approach work? How can brands capture the attention of the TikTok- and trend-obsessed younger generation?  For a generation that values authenticity across all aspects of life, this is a clear no-go for brands trying to resonate with Gen Z. Not only are brands failing to reach this audience with popular music, but they are also spending more money doing so! This added cost of licensed tracks does not show a monetary or perceptual return on investment. Hannah Cahill and Rex Hirschhorn from our research team at amp sound branding explain the answers in this Campaign Asia-Pacific article. Read more at: https://lnkd.in/d4JqhXcs

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Navigate the cookieless future with our Google Analytics 4 Summit Series. 2024 brings a new era for marketers with AI acceleration and the end of third-party cookies drawing near. Data privacy is key, and understanding user behaviour is more complex than ever. Enter GA4 – Google’s advanced solution for a cookieless world. Join us for the first episode of our GA4 Summit Series, where our Head of Analytics, Paul Shearing, will guide you through how GA4 works and why you should collect better data. Learn about: - Consent Mode - Leveraging user properties - GA4’s event-based schema - Data-driven attribution models - Understanding and building trust in GA4 Watch now and start your journey to smarter data collection with GA4.👇 https://ow.ly/CSoo50RXU0V #GA4SummitSeries #DigitalMarketing #DataDriven #GA4 #ConsentMode #CookielessFuture

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Thanks so much Women in Tech SEO for inviting me to write a WTSKnowledge article on Search Experience Optimisation (SXO) and how to get started with a holistic approach combining SEO, UX & CRO for business success in today’s digital landscape. It was a real pleasure to work with Areej AbuAli and Hannah Smith throughout the process :) #WTSKnowledge #Searchexperienceoptimisation #SXO

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Want to maximise your ad visibility? Discover how to set target impression share as a bidding strategy with expert insights in this article. Learn tips and techniques to ensure your ads reach the right audience and achieve optimal performance. #AdVisibility #TargetImpressionShare #BiddingStrategy #AdPerformance #GoogleAds

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🚀Ever wondered if Ad Strength really matters in Google Ads? 🤔 Leong Tan dives into this hot topic, especially with Google's recent press release introducing new AI-enhanced features for Performance Max. Learn how these updates could impact your campaigns! . #Localiq #GoogleAds #AdStrength #PerformanceMax #DigitalMarketing #LocaliQANZ #DigitalMarketingAgency

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Generally I am all for personas - but well developed ones based on data and more importantly on insights. Have a look at the value based segmentation approach in the post below. My view is that segmentation is the very first step we take in marketing and everything - and I mean everything comes from it. So I. this way, I'd start with segmentation - and all that entails - and build a persona from that.

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Calling all Brand Managers and Marketers! Are you ready to elevate your marketing game? 🚀 Dive into our latest guide on harnessing AI insights to supercharge your brand strategy. In today’s fast-paced digital landscape, data is your best friend. But collecting data is just the beginning! Our guide reveals how to transform that data into actionable insights that can shape your marketing decisions and drive your brand forward. 💡 👉 Whether you're looking to refine your messaging, target the right audience, or measure campaign effectiveness, this guide has got you covered. Learn how to take your campaign results to new heights - get the guide now: https://hubs.ly/Q02NMB7R0 #Marketing #BrandManagement #AIInsights #Innovation #DataDriven #ConsumerBehavior #MarketLogicSoftware

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I’ve recently audited 5 MY brands spending RM200k+/month online. Here are most common issues I saw (and how to fix them). 1. Over-reliance on GA4 for attribution →Means bottom-funnel activity gets too much attention →Brand don’t test channels that can’t be tracked What to do instead: →Keep GA4 →Add in attribution that captures beyond last click (e.g. post-purchase surveys, hold-outs, MMM) 2. No way of tracking changes →Whether it’s media or creative, they’re not using a test tracker →So they flip flop between changes and don’t know what’s working →Or make too many changes so they can’t isolate results What to do instead: →Set-up a change tracker in excel/sheets →It’s manual work →but tracking all your changes, tests, and learnings like this will pay off big time 3. Not testing properly →They’re not running tests →Letting platforms ‘auto-optimise’ doesn’t guarantee the best creatives win →Or they’re making decisions on insufficient data →Or make decisions on leading metrics (which often have ZERO correlation to sales) What to do instead: →Figure out your average CPA →Decide how many conversions you need to have trustworthy results →Set-up a strict A/B test with sufficient budget for each audience/creative to achieve enough conversions for reliable results →For brands with a high CPA, you may need to limit the number of tests you’re running. But it will be worth it in having reliable results. 4. Using the same ad account structure from 2022 (Which has been getting worse YoY) →It’s especially hard to change account structures when you’re an established brand →You need cashflow and there’s a lot to lose if things go wrong →And because performance has been deteriorating slowly, it isn’t always obvious that your structure is the problem What to do instead: →Test all the new recommendations from the ad platforms →Some don’t work (especially when they’re new) →But some will work great →A lot of brands are still scared to use Advantage+, but it’s working on all our high conversion accounts 5. Creatives aren’t well branded/memorable →In the short term, you don’t notice this having a negative impact →But over years, we see clients with strong branding in their ads growing, while the rest stagnate →If creatives aren’t well branded, you’re growing the category and helping get your competitors more sales in the long run →Well branded ads help you get remembered before customers go to the search engines, so you beat the competition What to do instead: →Get your brand in early (especially on skippable/scrollable ads) →Keep your branding throughout (more time on screen = more change to enter the memory) →Include positive emotion in your ads (to enter the memory) →Don’t just include your logo. Include all your distinctive assets (e.g. product, package etc.) New levels = new devils. When you’re big, there’s less ‘quick wins’. But there’s still plenty of growth available if you think long-term. #paidads #creativeandmedia

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Facebook ads are the most commonly used form of social media advertising in the world. How do Facebook Ads work? What makes it different than platforms like Google Ads? Why is it not for everyone? Through the World Wide Marketers series: Yee Xuen will be joining along with Charles Tichenor IV (a.k.a The FB Disrupter) ... Top 100 FB Ads Expert In the US that has helped FB to beta test new ad formats (e.g. Lead Generation forms) ----- Worldwide Marketers was born with a simple idea: 1 Episode, 1 Local Market Insight By interviewing marketers from all around the world... They can share their local insights into the market and help my fellow listeners out there to better understand the market through the locals.

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#1 𝘾𝙝𝙖𝙣𝙜𝙚 𝙈𝙖𝙣𝙖𝙜𝙚𝙢𝙚𝙣𝙩 𝙏𝙝𝙤𝙪𝙜𝙝𝙩𝙨: 𝗜 𝘄𝗼𝘂𝗹𝗱 𝗮𝗿𝗴𝘂𝗲 𝘁𝗵𝗮𝘁 𝘁𝗵𝗲 𝗥𝗘𝗔𝗟 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 𝗳𝗼𝗿 𝗔. 𝗥𝗲𝘁𝗮𝗶𝗹𝗲𝗿𝘀 𝘁𝗿𝘆𝗶𝗻𝗴 𝘁𝗼 𝗰𝗿𝗲𝗮𝘁𝗲 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝗡𝗲𝘁𝘄𝗼𝗿𝗸𝘀 𝗕. 𝗕𝗿𝗮𝗻𝗱𝘀 𝘁𝗿𝘆𝗶𝗻𝗴 𝘁𝗼 𝗴𝗿𝗼𝘄 𝘂𝘀𝗶𝗻𝗴 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝗶𝘀 𝗖𝗛𝗔𝗡𝗚𝗘 𝗠𝗔𝗡𝗔𝗚𝗘𝗠𝗘𝗡𝗧. Its not about ad tech, marketing, whatever. Its a higher 'level' that we need to think about to address something that is a radical change in how we do things. 𝗦𝗼, 𝗵𝗼𝘄 𝘀𝗵𝗼𝘂𝗹𝗱 𝘁𝗵𝗶𝗻𝗸 𝗮𝗯𝗼𝘂𝘁 𝗰𝗵𝗮𝗻𝗴𝗲 𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝗵𝗼𝘄 𝘀𝗵𝗼𝘂𝗹𝗱 𝘄𝗲 𝗱𝗼 𝗶𝘁. 𝗜'𝘃𝗲 𝗴𝗼𝘁 𝘀𝗼𝗺𝗲 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝘀 - 𝗯𝘂𝘁 𝗹𝗲𝘁𝘀 𝘀𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗮 𝘀𝘁𝗼𝗿𝘆. In 2016, I started as CMO in a B2B eCom business, having spent the previous 10 years since my MBA in B2C businesses with large scale marketing budgets and considerable online presence. After a couple of months, it dawned on me that a good bit of my role - and the CEO’s role - was not about doing marketing 'stuff'. It was about getting the organisation to think in new ways about growth. It took 3 years for all of the work to pan out. Nothing happens for a long while. Why is this? No-one wants to change that much. Including me. Try getting me out of bed in the morning, for example! And, we often have incentives that are both financial and status driven that means we will resist - sometimes in ways that are hidden from plain sight. And, of course, we have inertia, laziness, busyness. Trying to force myself to go for a run, go to the gym, fuggedaboutit: all resistance, all the time! So, what to do? I recommend the starting point for all managers is to understand the major change management models. There are eight popular change management models. The two that I recommend to understand in detail are: ·       Lewin’s Freeze-Unfreeze Change Management Model. ·       John Kotter’s 8 Step Change Model. Kurt Lewin’s model describes three stages of change management: => Unfreeze => Make changes => Refreeze. The first step is to “unfreeze” a current process and take a look at how things are done, deploy the changes and guide the team as they move to a new model, and “refreeze” the new status quo. John Kotter’s Eight Step Change model focused on the people behind any change - this one is my fave - and I will explain why in a separate post. There is something else that you MUST work on: => Your powers of communication => Your powers of persuasion => Knowing where the power bases really are. As for "power bases", I like to quote Vince Vaughan's character in the 1996 movie, "Swingers" who is the guy behind the guy behind the guy" :-) My next posts will be about the implementation of these change managements with detailed approaches and lessons. Keith Bryan - feel free to kick in your comments - as you have been talking and doing this for even longer than I have!

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One free ad account audit, one hour phone call --> leading to usd$500k p/m ad spend on new campaign/strategies. This has to be our best/biggest audit recommendation to impact stories yet. A good friend of mine recently asked me to have a chat with his buddy about the ads for their business. One of the new campaign structures/strategies we recommended is now the bulk of their ad spend and this month, they're on track to spend $500k USD on this new setup recommendation alone. Figured that's not bad for some free advice... If you'd like your own free paid ads audit, you could try and find some mutual connections to introduce us or... it might be a little easier clicking this link on our website: https://lnkd.in/gsdjM7Y9

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Is your digital advertising strategy outdated? Enter: performance branding. Learn all about how to: 👉 Focus on the why instead of just the what 👉 Blend qualitative marketing with data Catch Robert L., CEO of Kaliber, onstage this October at Ahrefs Evolve, Singapore 🚀

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👁️‍🗨️ THE BLANK WELCOME OF A WEB EMAIL FORM OR INFO@ADDRESS. I've connected with 100+ fantastic APAC agencies in the last few months but many share the same new business approach - the anonymous email form. 😤 It's kind of shocking to me that some of the best in the game at creating great campaigns, content & platforms are some of the worst at providing a practical new business enquiry process that works for serious clients and brands. It's not hard to set your agency up to be more welcoming to new business enquiries by: 1️⃣ New Business Contact: Provide the name and email address of the person responsible for following up on new business. Ditch the web form (they often don't get responded to anyway), the chat bot or the info@ address. Good clients want to deal with a real person - not your crappy process. A simple solution is the best so provide a name and email address. 2️⃣ B2B LinkedIn Profile: If you're a local agency looking to work with regional clients - accept that international clients use LinkedIn to look at the background of your agency and leadership team. Keep it updated and have your main team on there so you can remain connected to potential business. 🎯 It's very simple to do this - and by doing it right shows potential clients that you understand the basics. After all, marketing communications is your core competency. Rant over...

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[AD RECALL IN OOH ADVERTISING] Due to their unobtrusive characteristics, both traditional and digital OOH advertising formats are highly favored by consumers. This preference is advantageous for advertisers, as it results in increased consumer attention. Also, for ad recall, digital and traditional OOH surpass the alternatives by far. For available formats and locations, please check the following link: https://lnkd.in/dU3_mHv6 *Sources: Kantar, August 2023; The Harris Poll, May 2024

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