Tom O'Connell

Today is designated Global Focus Group Day, and to celebrate, today’s episode of IN CLEAR FOCUS features an interview with Jeanne Corrigan, a consumer behavior strategist and expert in qualitative research. Jeanne shares her insights with me on the enduring value of focus groups, the impact of digital technology, and the role groups can play in understanding consumer motivations and informing brand strategy. We also consider how AI can identify patterns in data while human researchers excel in interpreting the "why" behind consumer decisions. #InClearFocus #GlobalFocusGroupDay #FaceToFaceMRX

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New Insights on Gen Alpha to help brands prepare.

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Human Centered AI will continue to shape our marketing and experiential campaigns. We introduced Amp's Brand Emotional Index to understand how deeply connected our client brands are with their target consumers and customers. But it is the correlation between those measured emotions with loyalty and purchase intent that allows for AI-driven personalization. Considering that most purchase decisions are irrational and based on how we remember and feel about a brand, Human Centered AI allows for the design and activation of real time personalized experiences that evoke the right emotions and the desired behaviors.

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Consumers are more motivated than ever to choose healthcare options that offer a better experience, higher quality of care, and greater value. As the shift to consumerism continues, organizations that embrace it most successfully will emerge as leaders of the healthcare ecosystem. #healthification

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Part 4 of our global CMO research is live. CMOs are increasingly taking procurement matters into their own hands. But what’s driving this shift? Download part four of our Global CMO Report to find out: https://lnkd.in/ev-mVGSj

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Check out this article from my partner in crime, Michelle Edelman as she introduces our new agency positioning!

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According to Censuswide's inaugural Voice of the CMO report, Chief Marketing Officers are grappling with three pressing issues: the rise of AI, brand trust, and a widening talent gap in marketing. While AI was once viewed with apprehension, 62% of CMOs now see it as an opportunity to boost creativity and streamline processes. However, this optimism must be tempered with caution, as ethical considerations and data security are still significant concerns. Maintaining brand trust is increasingly challenging in an unpredictable market, and addressing the skills shortage feels critical. In my view, the real test lies in how well organisations can balance AI integration with the need for skilled human input, ensuring both technology and talent work in harmony. #AI #MarketingInnovation #Tech

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How are you using AI in your communications? Check out the newest #WEBrandsInMotion report on how to bridge the AI expectation gap and create an effective AI communications strategy.

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I’m excited about what the future of retail media means for our media tech clients but also for marketing leaders in general. BCG does a great job outlining why CMOs will want to increase retail media spend—and how RMNs need to step up their game to help them justify greater investment. If we are to believe analyst projections of $100 billion in U.S. retail media spend over the next 2-3 years, it seems many of the items on BCG’s RMN “to-do” list need to happen, especially: - Offering a more seamless customer experience across online and in-store to boost performance across the full consumer journey - Providing more and more data and actionable reports to enhance transparency, insight, targeting, and personalization - Deepening relationships to deliver increasingly tailored media solutions that are unique to each advertiser and its consumers - Achieving a level of sophistication that matches—or at least approaches—the performance, scale, and precision of leading digital ad platforms like Google and Meta (e.g., as Amazon has done) https://lnkd.in/gKJ53T-x

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Influencers and Connected TV (CTV) share key strengths: storytelling, authenticity, interactivity, and data-driven insights. As these two forces converge, brands are unlocking new opportunities to connect with audiences and drive meaningful actions. Learn more: https://lnkd.in/eyWHxt4F _ #GroupMMENA #CTV #influencermarketing

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📊 In the fast-paced marketing world, blending data with creativity can feel like a balancing act. Are you navigating this journey, too? You’re not alone. Cella's latest read explores how data-driven decision-making is transforming the way we approach marketing and creativity. Discover insights on striking the perfect harmony between numbers and innovation to drive impactful results. ✨ https://lnkd.in/ejJiS9mH #MarketingStrategy #Cella #RandstadDigital

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We're running a webinar for Brands in a couple of weeks' time on Retail Media from an Advertiser's perspective (all of the information can be found below). If you're a CPG Brand Manager, Shopper Marketer, Ecommerce Owner, or you're in Digital Marketing, this could be a helpful session for you. A lot of the content out there right now is based on the theory - our intention for this session is to make it super practical & based on real-life case studies of those who we think are getting it right. We have a great panel line up, so you'll be hearing contributions from brands on how they're working in their organisations to set up for success in this 'new world' of advertising and I'm hoping they'll also be brave enough to tell you what they've gotten wrong too!

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🤔Ever wondered how AI is transforming the way we search online?💻️ Discover the future of search engines as we explore the revolutionary impact of generative AI on Google and Bing in our podcast: Online Searching is Changing✨️⁠ ⁠ https://lnkd.in/eWA6b4nC⁠ ⁠ #clinicmarketing #aimarketing #PropelYourCompany #onlinemarketingstrategies #onlinemarketingtips ⁠

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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Some added take aways of my own from this year's Publicis Health Media HealthFront: 1. Humanizing Healthcare through Storytelling: From celebrities to clients, speakers emphasized the transformative impact of storytelling in healthcare. Brian Cooley aptly put it, "Storytelling is not just a tool; in health, it is essential." 2. Navigating Digital Disruption with AI: As the healthcare landscape evolves, embracing digital disruption is essential. Many conversations centered on AI as a mechanism to amplify human capabilities and streamline workflows. Two specific statements still sit with me: Andrea Palmer challenged the room, "why not have the machine join you at the table?" And Brian Cooley highlighted the irony we are in, "we almost have to learn to be more human again to engage with the tech." 3. Prioritizing Cultural Shifts: A crucial theme underscored the importance of infusing cultural priorities into every aspect of healthcare media. Andrea Palmer reiterated, "If it's a priority to you or your patients, infuse it into your culture at every level." This was echoed by many panels throughout the day. 4. And last, my gosh it was good to see you all, former co-workers and colleagues alike. Kudos again to the events team behind it all: Lannise Galbraith, CMP, Nicole Webber, Alison McConnell, Mark Bolen, Emily Honig, Nika Chugh and so many others. #PHMHealthFront #PHMLove

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Our VML teams dive into what the West can learn from the East’s frictionless, mobile-first consumer journeys. Read the article on LBBonline - Little Black Book. #WeAreVML

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🛠️Want to build durable growth strategies that stand resiliently against today's uncertainties? 🔨 Learn how to prioritize outcomes over one-off transactions and foster sustainable, loyal customer relationships with Salesloft's Durable Revenue Engagement Model. #SalesExcellence #B2BRevenue #GTM #AI https://hubs.ly/Q02WVJvv0

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Time to rethink GTM! Our latest B2B paper is officially out in the world. A collaboration with the brilliant Chris Cotter, we keep the torch burning on our Adaptive Business PoV with a new paper and model we're calling Adaptive GTM. While I’ll take any excuse to partner with Chris (it was this or write a buddy comedy), we turned our attention on what it looks like when you break out of the cycle of short-term thinking and pressures, and created a repeatable, flexible GTM system for marketing and advertising. If you’re into that sort of thing, hope you take a read. ➡️ https://lnkd.in/ehn_W669

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