Stefanie McNabb

🔍👂 Do you listen to your customers? 👂🔍 Most companies would, of course, say yes to that question. But do they truly listen to the millions of voices expressing their hopes, needs, wants, and feedback on brands and experiences every day? There are some companies that work to master how to fully tap into social listening for business value creation, competitive intelligence, and understanding significant consumer truths. But there are many who haven't. The potential is vast, and there are many use cases: Understanding Future Trends and Evolving Needs: 🎯 Tap into a social media intelligence solution to continuously uncover what is happening in the market and how market and consumer trends are evolving. Use the insights gained to fuel relevant opportunities and prioritize them in line with business development goals. Understanding Brand Strength and Reputation: 🌟 Monitor how the brand is perceived by both the broader audience and your specific target audience. 📊 Track evolving concerns or crises and clarify the brand’s strengths in associations and attributes compared to key competitors. 📈 Use this information to refine brand and communication strategies and to manage consumer sentiment for PR and reputation purposes. Creating Sharper and More Relevant Content: 📝 Leverage social listening to gain clarity on the topics and themes that resonate with consumers. Utilize these insights to craft messages that will immediately resonate with your audience. Fueling Category Growth and Experience Strategy: 🌱 Social intelligence provides valuable clues for category growth plans. Pay attention to engagement and excitement levels to determine the direction the category should evolve for future growth. Where do we choose to impress the consumer the most? What touchpoints matters most and what channels do we choose? Improvements to the Product Portfolio: 🛒 Track what consumers share about your products to gain an immediate source of data to inform your organization. 💎 This is a real treasure for product and category managers who can identify product improvement needs or enhance the overall experience through better product content and communication materials. Social listening provides an absolutely vast resource to support business growth. However, be cautious not to limit its potential to just one or two use cases. Understand its multifaceted benefits and choose your tools and solutions wisely. Anything else to comment on these business opportunities by the expert social listening expertise network at BSH Home Appliances Group? 😊 Nathalie T. Veronika Platschka Marleen Kolleck Didem Yücesoy Ingrid Huth Petros Isaakidis Ariane Mertens Yuan Yuan Ngan Nguyen Sophia Katerna Dr. Rahim Malekshahi Dr. Marina Lang #consumerexperience #consumerlistening

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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If you are an outdoor or active lifestyle brand (or adjacent - I'm looking at you apparel, footwear, omni-retailers and more) - this is a MUST read. I am tooting our own horn with this, but the information is FAR too valuable to miss, especially as you are planning for 2025. What's highlighted below will for sure give you qualitative insight into your media mix, the trends to lean into (or out of), and the opportunities you are likely missing RIGHT NOW. Reach out if you've got questions! 📊 Macro trends & consumer spending insights 🏔️ Outdoor & active lifestyle market analysis 🌟 Trends driving the outdoor space in Q4 💡 Opportunities for brands right now 🎯 Pillars for success in 2024 & beyond

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Exciting news! Path to Purchase Institute just published my latest article on Impulse Shopping. At Provoke Insights, we surveyed 1,500 individuals across the US to uncover who's most prone to impulse buying and which industries are most susceptible to impulse shopping. Our findings reveal crucial strategies for marketers. Big thanks to Melissa Conforto for her hard work on this project! #ImpulseShopping #MarketingInsights #marketresearch https://lnkd.in/e5DV3MUx

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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I fear B2B brands are losing the plot when it comes to highlighting customer stories in their marketing campaigns. Check out the below, a Palantir ad that highlights it’s service for Wendy’s. Except it’s not a tie up. This is a Wendy’s ad. It’s in Wendy brand colors. It’s an image of a frosty. And besides a fleeting note to AI in the copy and a logo at the bottom, has nothing to do with what Palantir does. You have to do a double take to even consider that this is somewhat for another brand. Now, I really like the media placement. It’s in the Wall Street Journal, and seeing a Wendy’s ad in that environment does make you stop and say, “huh?” But my first thought was this is a Wendy’s corporate ad, and nearly moved on. Highlighting customer stories is a common push and pull in B2B marketing campaigns, and one brand are increasingly relying on to show the proof of their tools by the behemoths who use them and flex their status to potential new customers. And it’s important, especially for buyers in a consideration phase vetting the legitimacy of options, as well as for buyers new to a brand that need to believe it’s credibility and reputation to consider it when the next buying decision rolls around. But the most important thing for a brand - in B2B but in any category - is name recognition, image status and the ability to be recalled against key category entry points. If you bury your brand behind another, how does that advance your ability to be recognized or recalled when it matters most - on day one of a buying journey? It’s a part of the mix, but not THE central one. The central focus of any B2B marketing mix should be to advance the recognition of the brand first and foremost, with some investment against proof points with top customers. If that’s flipped - and if brands just drape themselves in the colors and imagery of their partner brands - then they stand for nothing, and won’t be recalled at all. And I could be wrong - it might be better to be known as the Wendy’s Guys then not known at all. But these ads try to accomplish too many things, and the message is so easily missed, that it’s push to have its cake and eat it too leaves the brand out in in the cold. What do you think?

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The Mars Agency's Lindsey Simcik and Kristin Wall joined over 800 practitioners last week for the Salsify Digital Shelf Summit in Nashville, Tennessee, to network and gain insights into the evolution of the omnichannel space. Across the different sessions, five themes emerged: 🧠 Artificial Intelligence 📋 Product Quality ⚖️ Data Governence 📊 Measurement 🌱 Digital Transformation Get their key takeaways here 👇

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This is a great read from Mars United Commerce outlining questions retailers should ask to deliver effective in-store media. Check it out here: https://lnkd.in/gFkXpQu7 #retailmedianetworks #retailmedia #instore #insights #retailstrategy

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WARC has some interesting new content today on the challenges that B2B CMOs face in winning positions on boards of directors. Vanessa Cheal of Transmission, where she heads brand and creative planning, reports on her firm's study, "Building the board-ready CMO in B2B." A key point: “While the ‘M’ in GTM may stand for ‘market’, B2B CMOs today have worryingly low ownership of the 4Ps beyond promotion. Many B2B organisations today are recognising the advantages of a unified approach to GTM strategy. However, only 42% have full responsibility for product strategy while that figure lowers to 32% for pricing strategy.” This plays directly to the power of the Whole Brand model from my firm, BarkleyOKRP--which is based heavily on GTM strategies that go far beyond promotion. B2B marketers--and all marketers--must build whole brands, brands that have an encompassing availability if they want to stand out. In our Whole Brand research, brands in the top quintile of Whole Brand Index (WBI) achieve external market performance scores that are 41% above the average performance scores of brands in the four lower quintiles. That means greater penetration, greater preference, greater advocacy--everything. If CMOs concentrate mostly on "marketing communications," our research shows they are only covering about 30% of what they need to achieve maximum brand growth. The lesson: manage the whole brand, measure the whole brand. https://lnkd.in/eSd-jyxR

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The challenge for as long as I've been in the world of testing is that B2B doesn't follow the same rules as B2C - because decision makers (or the C-suite) are different. This means they don't react to content in the same way that normal humans do. Hence you can't create content that makes them laugh or feel something because it won't work. I'm now seasoned enough to be a business decision maker - indeed many of my friends are. And they seem pretty human. So an easy way to stop creative work from being safe is to create something that reflects this so that a decision maker working in a business is likely to want to engage with and feel something (generally positive) about what they are seeing or hearing. Because when they do the magic will happen. It will soar above all other other safe work they are being bombarded by and in doing so it will stick in their memory and help deliver the desired outcome. And if you're really that worried that B2B decision makers won't like being treated as humans - come and test it with DAIVID 🦩 and we'll give you the proof you need that they really are just like us (well most of them).

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Are Prime Video ads impacting Amazon's bottom line? 📺💰 In a recent earnings report, Amazon fell short of revenue expectations, sparking questions about the future of its ad revenue streams. While sponsored products remain key, the integration of ads in Prime Video reflects a broader trend in the convergence of retail media and connected TV advertising. Amazon aims to solidify brand loyalty by linking TV campaigns to e-commerce sales, leveraging advanced tracking technology for measurable results. However, as other retail media networks evolve and marketing budgets shift, the sustainability of this strategy remains uncertain. Stay tuned as Amazon navigates this evolving landscape, balancing traditional ad formats with innovative strategies to maintain its competitive edge. #Amazon #PrimeVideo #Advertising #Ecommerce #RetailMedia

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This is a great perspective on the "path to purchase." In this latest report, Mars United Commerce presents a new approach to the classic “path to purchase” that starts with shopper mindsets rather than the more traditional focus on behaviors or tactics in this latest report. Download your copy here: https://lnkd.in/gCkj6Ysz #pathtopurchase #ecommerce #commercemarketing #strategy

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Yes! Please understand your consumer before developing a product. You may think it's better to go to market first and then worry about optimizing to the consumer's need. NO! You'll save money in the long run by talking to your consumer and optimizing the product based on their needs before bringing it to market.

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Check out the amazing results from one of our recent partners below. And hit me up, if you'd like to learn more about ways Chase Media Solutions can help your business drive incremental sales!

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You don’t need a crystal ball to understand your customers. 🔮✨ With cookies fading away, it's time to rethink your approach. From flexible data tools to privacy-first strategies, LiveRamp has you covered. Ready to see the future clearly? Read the 5 key insights for addressable marketing success.

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#556. What do Marketers really do? This is a question that I often get asked. And do their jobs change with tenure. Frankly there are 3 key tasks that a Marketer in a Corporate deliver on: #1. Activation or essentially driving the business. This is typically the role that Marketers take on in the early years of their career and includes Sales coordination, Promos, Schemes, POSM and the like. #2. Innovation is the next task that Marketers pick up, usually after a few years of experience & this usually includes new product development, pack design, brand refresh etc #3. Communication is usually the most nuanced function of marketing that senior marketers build expertise in and it typically delivers the brand strategy of grow category and steal share So while all Marketers work on strategy, the parts of strategy that they focus evolves as they mature. Have I missed anything or do you think there is more to be added? #brandupwithbajaj #thepracticalmarketer

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