Jonathan Lo, ALM

Maybe measuring last click isn’t the best way. It’s actually archaic and only building growth for Big Tech, and not your company. “Our research across hundreds of brands in dozens of categories shows that it’s possible to rigorously measure and strategically target the feelings that drive customers’ behavior.” If marketing is in the business of selling something… and we know we all buy things based off a myriad of emotions… then maybe it’s time to start measuring something else. It’s not rocket science. It’s emotional science. https://lnkd.in/euwMST4u #brand #marketing #storytelling #video #controlthenarrative #emotionsells

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Why we should all take a lead from the Geico Gecko If I were starting a brand today the one thing I would seriously consider is creating a brand character If that seems like some throw back to 1980's cereal brands then the data would back you up as incidents of brand characters in award winning IPA entries has tumbled dramatically from around 40% to 15% over that time. They really aren't that fashionable today. But you ignore them at your peril because they are one of the most powerful advertising tools out there Orlando Wood who describes them in his incredible book Look Out as "character fluent devices" has shown that they have a profound impact on business results get a copy you won't regret it!) Take the 2024 Super Bowl for example. Had you used a celebrity like most advertisers then the average Star score (emotional response) was exactly the same as those without one. However had you used a branded character then on average you would have seen a massive 1 Star advantage over non characters & celebrities. Add to the fact that they don't charge the same fees as a celebrity and its the Advertising effectiveness bargain of the century! In the latest episode of Uncensored CMO I caught up with the very clever Michelle Moscone (she/her) who is in charge of brand and creative at Geico about the importance of their famous Gecko which is 30 years old now She puts it in a beautifully simply way that the Gecko enables the audience to have a really fast connection with the brand in a lovable way creating a short cut for your brand and message. It's well worth reading Jenni Romaniuk's brilliant book called Distinctive Brand Assets which covers a lot of research on types of assets and how they work. Link to the episode in the comments section below Jon Lombardo Peter Weinberg Vanessa Chin Andrew Tindall Kerry Collinge

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🤔 Tired of buyer’s remorse in your Martech investments? Our latest ebook, Solving the Martech Mystery: Strategies for Avoiding Buyer’s Remorse, is here to help. Discover practical tips to make smarter decisions, avoid common pitfalls and ensure your Martech stack delivers real value. 📥 Download Cella's ebook today to get started! bit.ly/4g4gqST #Martech #SmartInvestments #Cella #RandstadDigital

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Brands must understand why they sell—and stay grounded in the real reasons driving consumer choice. Take detergents as an example: for years, they focused on cleanliness, whiteness, and brightness, believing these were the primary purchase drivers. But for consumers, those were simply baseline expectations. What truly mattered was the post-wash scent—a lasting fragrance that signals freshness and cleanliness. Knowing your “why” isn’t just about assumptions; it’s about understanding what resonates most with your audience. #BrandPurpose #ConsumerInsights #MarketingStrategy

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This chart is a warning to agencies that primarily specialize in platforms. Plenty of agencies can just talk about your product or service on LinkedIn, Google, Meta, etc. That's not really marketing. We take a different approach at DSM. Our priority is understanding the target customer. We want to know what makes them tick. What are their questions, their objections, and their desired outcomes? One we have that, we can resonate with them via email, search, YouTube, TikTok...you name it. Platforms come and go. Who uses them and how they're used are constantly changing. Understanding your customer, on the other hand, is timeless. THAT'S the heart of marketing.

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The AI Overview in Google! What is it and what to do about it?! Today on The Marketing Accelerator Podcast - featuring three insights in about three minutes - I'm speaking with Rachel Hernandez of Next Net, where they grow brand exposure through organic reach. She gives the details about Google's AI Overview. Check it out and stay in the know! #drewdinkelacker #rachelhernandez #AIOverview #AI #googleaioverview 

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How we work shapes the work we can do. Does your team have the right mix of skills to deliver across both brand and demand? My Prophet colleagues Amanda Thurston and Serena Peters are experts in marketing org design + op model and take this topic on. #marketing #BrandDemandLove

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In a competitive grocery market, Trader Joe’s stands out by doing things differently. Their minimalist approach to advertising, emphasis on private labels, and customer-centric content marketing are just a few elements of their success. Learn more about how Trader Joe’s creates an unforgettable shopping experience in the team's new article. #RetailMarketing #Branding https://lnkd.in/g9KTTJ8b

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Petco Email Overhaul A counterintuitive approach. A few key changes: ➤  Key Header Change Yes, we didn’t lead with an offer here. We led with a statement that everyone in the target audience can agree with. → Makes them naturally want to read on → Open Loop → Highlight product quality While this email has a value-led approach, we still add a CTA above the fold for eager shoppers. ➤ Create An Angle An interesting angle that empowers dogs, setting context for the product spotlight section. → Compares dog DNA to wolf DNA → Creates intrigue in terms of ‘so, what does that mean?’ → Sets context for wild pacific stream smoked salmon ‘Wild Stream Smoked Salmon’ is contextualized more since modern science claims dogs share the same DNA as wolves. ➤ Product Spotlights With Reviews A clear product showcase with benefit-driven copy and review highlights. → Builds confidence through social approval → Makes product tangible → Builds on the context from previous section The value here is using the contextual story of dogs having wolf DNA, and showcasing products in light of this new perception. ➤ Conditional Product Spotlight Next, we highlight a product alternative. → Gives an alternative option → Based on customer research → Show clear customer understanding The main point here is to use your zero party data to decode what your audience considers highly relevant. ➤ Offer-Stack Reminder We put the offer at the end here. Criminal, right? Not when you’re taking a value-based approach. → Builds trust through reading first → Keeps the email relevant to profile → The goal is to offer value first Being a brand that gives value first is the ultimate differentiator. ------ I’m a big fan of value-led marketing. In a world where we see 10,000 ads in a day, leading with value in your marketing will help you stand out. It trains your audience to actually read your emails and receive some form of dopamine from new information. Providing value before an offer will add more longevity in your customer base. There’s definitely a time and place for leading with offers, but I do think the landscape is changing. Thoughts?

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Partnering with the wrong agency is risky business for new founders. Too many apparel brands partner with the first agency that promises high ROAS (Return On Ad Spend). And it almost always leads to: Ineffective marketing strategies. Inconsistent branding. Lost revenue. To avoid this, we ask three questions before partnering with an agency. 1. How do you define and ensure quality control for my brand? --> This confirms they align with our brand guidelines. 2. What's your internal revision and approval process? --> This helps us understand how our feedback will be incorporated. 3. Which KPIs and metrics will you report on? --> This ensures efforts are measured against our brand's specific goals. Now, I'm curious to hear from you! When vetting an agency, what questions do you ask to ensure alignment and success? Let me know in the comments.

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Walmart's astounding $43 billion+ in online sales annually speaks volumes about the power of a robust SEO strategy. Centered around creating consumer-focused content and optimizing for search engines, Walmart exemplifies SEO mastery through: ✅ Educational how-to guides & product reviews ✅ Engaging video tutorials ✅ A mobile-optimized website ✅ An expanded social media footprint ✅ Strategic internal linking Moreover, Walmart's use of a parent-child structure for product pages showcases innovation in keyword ranking, contributing to their #19 ranking in the US with 854.9 million visits in December 2022 alone. This blend of consumer education and technical optimization sets Walmart apart in the digital arena, proving the value of SEO in dominating the competitive landscape. Inspired to up your SEO game? SocialJack Media is here to craft your success story. Let's start today. #SEO #SuccessStory #Walmart #SocialJackMedia #DigitalMarketing

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The need to crafting an integrated marketing approach may sound straightforward, but executing it can be challenging especially in larger organization. In many circumstances, companies prioritize short-term gains over long-term sustainability. Having navigated diverse corporate landscapes, I've learned that developing a robust integrated marketing strategy demands meticulous planning, collaborative partnerships across departments, and a shift in mindset from individual channel victories to overarching marketing ROI. A recent article featuring J.M. Smuckers' CMO, Gail Hollander, resonated deeply with me. She spearheaded initiatives to revitalize iconic brands like Jif and Meow Mix. Hollander emphasized the importance of integrated teams devoid of silos, where every facet, be it media, data, or social, seamlessly intertwines. This holistic approach fosters synergy, ensuring that the business thrives today while safeguarding brand vitality for tomorrow. #integratedmarketing #CPGmarketing #brandmarketing

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I recently met some 𝗮𝗺𝗮𝘇𝗶𝗻𝗴 talents in the CRM and Martech space. 🌟 These pros do more than excel technically—they unlock the full potential of Marketing Technology for businesses of all sizes. 📈 If you need Top Level CRM talent, message me 🚀

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Action Items for the Growth Marketer: Leverage AI-driven data insights to optimize both inbound and outbound marketing strategies. Balance your efforts on new customer acquisition with strategies focused on customer retention and expansion. Let JoeMarketing assist you with your PLG motion. Learn more about our GTM, PLG, and SLG services here, or contact me here. #PLG #ProductLedGrowth #GTM #GoToMarket

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Have you started planning for Q4 promotions yet? 🤔 There’s pre-Black Friday / Cyber Monday, actual BFCM, holiday sales, and then what we call “Q5” in January. The brands that do it “right” generate 50%+ of their total annual revenue during these three or four months. 💰 They bust their tail all year to acquire as many new customers as possible and then BAM this promotional season leads them to record breaking years. We just dropped our brand new 2024 BFCM Toolkit to help you prep for the most important stretch of the year. 🛠️ We wanted to get the toolkit out EARLY this year so that you have plenty of time to plan and implement by October. This free resource breaks down the entire Q4 strategy my business partner Ezra has used to generate $100 million in holiday revenue — with every campaign we run from October all the way to New Years. 🌟 Whether you’re looking to optimize your sales from last year OR starting from scratch… NOW is the time to get to work: https://lnkd.in/gM_3RQhH

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Have you listened to our latest Very Special Episode of the Loyalty Newscast? If not, then dive in and help me through my exisential crisis on marketing personalization. Is it the Holy Grail of marketing? Let's find out together!

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You’re Gonna Need a Bigger Funnel Over the summer I had an opportunity to speak at the Denver Digital Summit to room full of digital marketers from various industries (b2b, b2c, and b2b2c). My talk was about 5 strategic marketing principles that will strengthen your marketing, and put your organization on the path towards healthy, sustainable marketing. I titled the presentation “You’re Gonna Need a Bigger Funnel”, and received a lot of positive feedback about the topic. Since then, we’ve broken down the 5 major principles of the presentation into helpful clips here. Check it out! https://lnkd.in/gbxCjn4x #berelentlesslyhelpful, #marketing, #leadership, #strategy

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