Boris Loukanov Marketing Creative Library

Marketing Plans - Profitable Strategies in the Digital Age

noreply@blogger.com (Boris Loukanov) — Mon, 21 Oct 2024 17:22:00 +0300

The Marketing Plans has full pedagogical features as follows:

Summary

Each chapter begins with bullet points which highlight the main features and learning to be covered in the chapter.

Key Concepts

Principal marketing ideas and themes are highlighted as snapshots throughout the text.

Crucial Terms

Concise definitions of important terms and vocabulary are provided in the margin to allow for a smoother, easier reading of the text.

Marketing Insights

Real-life marketing stories contextualize learning.

Digital Marketing Insights

While the book’s core frameworks apply equally to online and offline marketing, some digital-specific material is provided under this heading.

Headlines

Highlights taken from the text as marginalized notes bring important points to the attention of the reader.

Case Studies

In-depth studies of marketing experiences show how the theories work in real-world companies.

Application Questions

These appear at the end of each chapter and relate the theory to practice by asking the reader to apply the theory to real-life situations.

DOWNLOAD Marketing Plans - Profitable Strategies in the Digital Age

Unlocking the Potential of ChatGPT

noreply@blogger.com (Boris Loukanov) — Thu, 20 Jul 2023 16:15:00 +0300

Advanced Prompting Techniques to Get More Out of ChatGPT
by Maxwell Timothy - free eBook from MUO

Welcome to "Unlocking the Potential of ChatGPT," a practical guide to maximizing your experience with one of the most advanced consumer artificial intelligence tools in the world.

Whether you're a curious newcomer or a seasoned user, this book will provide you with practical and valuable insights you need to harness the power of this incredible AI tool like never before. Get ready to take your prompting skills to the next level and unlock a world of

endless possibilities with ChatGPT.

Download "Unlocking the Potential of ChatGPT"

Global Social Media Trends 2023

noreply@blogger.com (Boris Loukanov) — Tue, 23 May 2023 13:54:00 +0300

How brands are building community online and leveraging social media for business growth — featuring new data from 1,200+ global marketers and insights from the Brandwatch Consumer Research platform - report by HubSpot & BrandWatch

Download Global Social Media Trends 2023 report

KANTAR’S CREATIVE EFFECTIVENESS AWARDS 2022

noreply@blogger.com (Boris Loukanov) — Thu, 28 Jul 2022 17:03:00 +0300

Revealing the world’s most creative and effective ads

Kantar is the world’s leading evidence-based insights and consulting company.

They have a complete, unique, and rounded understanding of how people think, feel and act; globally and locally in over 90 markets.

Kantar Creative Effectiveness Awards prove that agencies and clients are supremely adaptable to a changing world: they continue to apply creativity in new media formats and in channels that are fast being digitized.

DOWNLOAD GUIDE FOR THE THIRD YEAR OF KANTAR’S CREATIVE EFFECTIVENESS AWARDS

Get TikTok Strategy Report for Brands and TikTok Culture Guide

noreply@blogger.com (Boris Loukanov) — Fri, 17 Jun 2022 19:47:00 +0300

In this report, CONVIVA offers an unprecedented look into the engagement metrics of the world’s biggest brands on TikTok. This report includes analyzing and benchmarking TikTok usage from over 15 different industries and categories to determine who is doing the best on TikTok. The rankings and benchmarks provided in this report aim to identify accounts having the greatest success on TikTok so that other social marketers can learn how to be successful in building and growing their fan base.

DOWNLOAD TikTok Strategy Report for Brands

This guide by HOOTSUITE covers the many different factors that make TikTok a platform like no other—from sounds and visuals to creators, subcultures, and lingo. Once you get a grasp on these fundamentals, you’ll begin to appreciate TikTok for what it really is: a fun new challenge and exciting opportunity for your business.

DOWNLOAD TikTok Culture Guide

The Influencer Marketing Guide for Any Social Network

noreply@blogger.com (Boris Loukanov) — Tue, 7 Dec 2021 15:07:00 +0200

Basic rules to follow in Instagram, TikTok, YouTube, Pinterest, Twitch, Facebook, Twitter, LinkedIn, Reddit, Clubhouse, Blogs

Very useful guide by MAVRCK - Influencer Marketing Platform

Download The Social Networks Influencer Marketing Guide

Writing Workbook

noreply@blogger.com (Boris Loukanov) — Mon, 4 Oct 2021 17:24:00 +0300

A practical guide to improving the efficiency of content production - by Semrush

"If writing is an art and marketing is a science, then producing high performance marketing content requires a healthy dose of both.

In content marketing, there’s no such thing as a blank page. There’s always a set of business objectives, an audience, a brief, and a strategy just below the surface. Professional content marketers know how to use everything at their disposal to write assets that resonate with their target audiences.

In this workbook, we’ll take you through what it takes to write standout content that achieves real business goals. You’ll work through practical tasks and learn how to develop a content plan, write engagingly, and deliver a ton of value to your audience."

DOWNLOAD "Writing Workbook"

TIKTOK VS. INSTAGRAM REELS

noreply@blogger.com (Boris Loukanov) — Mon, 28 Jun 2021 16:01:00 +0300

Short guide by MAVRCK

Over the last year, the social media and influencer marketing industries have seen the rise of short-form video platforms and the battle for users.

Short-form videos allow consumers to spend a lot of time watching… well, very little. While TikTok has reigned for most of that time, uncertainty with the app has given way to competitors like Instagram Reels. Below is a quick comparison of the two platforms.

Download TIKTOK VS.INSTAGRAM REELS Guide

Build Brilliant Brands

noreply@blogger.com (Boris Loukanov) — Tue, 9 Feb 2021 15:59:00 +0200

Advice from 22 of the world's leading marketers - by the Facebook EMEA Client Council

“Build Brilliant Brands” brings together practical advice, insight and opinion from 22 EMEA marketing experts, focusing on the fundamentals of marketing, the current trends shaping the industry, and the things holding us back. In other words: what hasn’t changed in marketing, what’s changing, and what needs to change — the three sections that make up this book.

With 22 voices from some of the most innovative and creative companies, come 22 unique experiences and points of view, each formed through decades of working at the top of the industry."

Nicola Mendelsohn, VP EMEA, Facebook

Download "Build Brilliant Brands"

Two Useful Recourses about Google My Business and Google Reviews

noreply@blogger.com (Boris Loukanov) — Fri, 27 Nov 2020 17:13:00 +0200

Google My Business 101 - a guide by Podium

Local businesses rely on local customers, but local customers have dozens of options on and offline when they make a purchase. Despite all the choices, modern consumers still appreciate the same things— quality, convenience, and customer service. Even though technology has changed people haven’t. Local businesses who meet customer’s expectations will always win.

This guide outlines everything you need to know about Google My Business—how you can harness its unparalleled strength to generate more website traffic, bolster your reputation, and kick off a new day of explosive growth for your business.

Download Google My Business 101

Google Reviews 101 - a guide by Podium

Google Reviews are made up of star ratings (1 to 5 scale) and a written response customers provide about their experience with a local business. For business owners, Google Reviews are a critical component of local marketing. Since Google uses its reviews to influence local search results, mastering Google Reviews will have an immediate impact on the number and types of searches your business shows up for. Beyond local search, Google Reviews have many additional benefits for local businesses.

Download Google Reviews 101

Reuters Institute Digital News Report 2020

noreply@blogger.com (Boris Loukanov) — Thu, 18 Jun 2020 17:49:00 +0300

Reuters Institute for the Study of Journalism Annual Report - Nic Newman with Richard Fletcher, Anne Schulz, Simge Andı, and Rasmus Kleis Nielse

"...The bulk of this report is based on data collected by a survey of more than 80,000 people in 40 markets and reflects media usage in January/February just before the coronavirus hit many of these countries. But the key trends that we document here, including changes in how people access news, low trust, and rising concern about misinformation have been a backdrop against which journalists, editors, politicians, and public health officials have been battling to reach ordinary people with key messages over the last few months.

Given the richness of the research, this report can only convey a small part of the data collected and work done. More detail is available on our website, www.digitalnewsreport.org, which contains slidepacks and charts, along with a licence that encourages reuse, subject to attribution to the Reuters Institute.

Making all this possible, we are hugely grateful to our sponsors:

Google News Initiative, BBC News, Ofcom, the Broadcasting Authority of Ireland, the Dutch Media Authority (CvdM), the Media Industry Research Foundation of Finland, the Fritt Ord Foundation in Norway, the Korea Press Foundation, and

Edelman UK, as well as our academic sponsors at the Hans Bredow Institute, the University of Navarra, the University of Canberra, the Centre d’études sur les médias, Quebec, Canada, and Roskilde University in Denmark. We are particularly grateful to the Open Society Foundations, our newest sponsor, which has helped us to expand the report to cover more countries in the Global South this year.

We are also grateful to YouGov, our polling company, who did everything possible to accommodate our increasingly complex requirements and helped our research team analyse and contextualise the data..."

Professor Rasmus Kleis Nielsen

Director, Reuters Institute for the Study of Journalism (RISJ)

Watch the video: the key findings in two minutes:

Download "Reuters Institute Digital News Report 2020"

Global Creativity Report 2019 - by Cannes Lions

noreply@blogger.com (Boris Loukanov) — Thu, 20 Feb 2020 17:35:00 +0200

The leading global resource for benchmarking creativity and effectiveness
with Key Trends & Commentary by WARC

Creativity is Community

Creativity is a unifying force that brings communities together. We see this clearly at Cannes Lions. In 2019 a diverse collective of dedicated experts converged in Cannes to immerse themselves in a rich spread of increasingly diverse creative ideas, and business solutions, from around the globe. Our jurors awarded the very best work and set the creative and effective benchmark for the global industry, from Craft to eCommerce, Sport to Strategy. I’d like to take this opportunity to thank our juries on behalf of every single person who entered.

The published results in this year’s rankings are based entirely on the performance at the Festival. In 2019 we’ve collaborated with our partners at WARC to bring you more in-depth commentary, richer insights and an overview of the key trends and themes that dominated the discussion inside the jury rooms and will go on to help us all navigate the year ahead.

Our analysis, tracked over a significant time period, shows us that the winning work has 26% more people credited than non-winning work. This intelligence tells us that diversity, increased collaboration and a collision of specialisms is driving many of the best performing ideas. Additionally, we found that work that is powered by a long-term collaboration has an award win rate that’s twice the average. Further proof that when we come together, collaborate and forge strong relationships - extraordinary things happen.

CONTENTS:

Key Trends & Commentary

The Communication Track featuring The Titanium Lions
The Communication Track featuring The Print & Publishing Lions
The Craft Track featuring The Film Craft Lions
The Entertainment Track featuring The Entertainment Lions for Music
The Experience Track featuring The Creative eCommerce Lions
The Good Track featuring The Glass Lions
The Health Track featuring The Pharma Lions
The Impact Track featuring The Creative Effectiveness Lions
The Innovation Track featuring The Innovation Lions
The Reach Track featuring The Creative Strategy Lions

The Rankings

Specials Awards
Brands
People
Regional

The Grands Prix

Grand Prix per Lion

Appendices

Specials Awards

Download Global Creativity Report 2019

Global Creativity Report 2019 - by Cannes Lions from Boris Loukanov

The Art of Digital Messaging - A Guide to Communication in the Digital Age

noreply@blogger.com (Boris Loukanov) — Fri, 20 Sep 2019 15:43:00 +0300

Digital messaging allows us to transcend borders, languages and cultures, and with this global dialogue comes an increased need for courtesy and understanding.

This guide was informed by consumer research to gauge what is – and is not – acceptable to most when messaging. It is intended to help navigate the etiquette of messaging with the timeless values of courtesy and consideration, whether chatting with friends, family, co-workers or love interests.

Download The Art of Digital Messaging - BY MESSENGER FROM FACEBOOK IN PARTNERSHIP WITH DEBRETTS

We Are Generation Z - Their Power and Their Paradox

noreply@blogger.com (Boris Loukanov) — Tue, 4 Jun 2019 17:30:00 +0300

We Are Social Report - WHAT’S INSIDE?

A deep dive into the world of Gen Z using an immersive research technique: ethnography.
We validated the study with supplementary data to give a fuller and richer context of their lives.
When looking for our interviewees, we wanted to be as representative as possible of the whole of the UK.
We wanted to draw a realistic portrait of Gen Z and their lives, in a multi-faceted, multi-cultural society.
We also wanted to talk to people passionate about something, to understand the role social media and the internet play in fueling those interests.

We looked for people who:
- Were born between 1995 and 2002
- Come from across the UK not just London
- Live in either cities or suburban areas
- Are from different family/socio-economic backgrounds
- Are from different ethnicities
- Have some degree of passion around something: whether music, photography, fashion, sports, social activism etc.
- Are active social media users.

Download "We Are Gen Z" Report

Journalism, Media, and Technology Trends and Predictions 2019 by Nic Newman

noreply@blogger.com (Boris Loukanov) — Fri, 1 Feb 2019 13:11:00 +0200

Nic Newman is Senior Research Associate at the Reuters Institute for the Study of Journalism, where he has been lead author of the annual Digital News Report since 2012. He is also a consultant on digital media, working actively with news companies on product, audience, and business strategies for digital transition. He has produced a media and journalism predictions report for the last twelve years. This is the fourth to be published by the Reuters Institute.

Nic was a founding member of the BBC News Website, leading international coverage as World Editor (1997–2001). As Head of Product Development (2001-10) he led digital teams, developing
websites, mobile, and interactive TV applications for all BBC journalism sites.

DIGITAL NEWS PROJECT 2019 with support of Reuters Institute, University of Oxford and Google.

Download "Journalism, Media, and Technology Trends and Predictions 2019"

THE DEFINITIVE GUIDE TO SOCIAL MEDIA MARKETING

noreply@blogger.com (Boris Loukanov) — Fri, 14 Dec 2018 19:30:00 +0200

New and Updated version (circa 2019) - by Marketo

"Social media is one of the most powerful ways to reach and engage with your buyers today.

Because it’s almost universally used—by consumers and brands—social media is one of the most effective (and perhaps cost-effective) channels to connect with your audience.

Today, it’s not enough just to be on social media. You need to be actively engaging with your audience— building your network, sharing content, asking your audience to share content, participating in conversations, and responding to comments.

As social media adoption continues to rise, an omni-channel social media marketing strategy is essential to your brand’s success. You can’t afford to be absent from conversations going

on about your brand, especially when your competitors are part of them.

Change is constant for social media. Ensure your strategy can stand the test of time by defining your goals and then by testing and adapting the activities you do to support them over time. Technology will help your team and social media marketing strategy adapt and iterate quickly in addition to enabling you to understand how your cross-channel, continuous conversations with your audience on social media platforms ultimately contribute to achieving your goals and driving revenue.

Now that you understand how to develop a social media strategy, you'll be able to use social media marketing to engage your customers at each stage of the journey and create content that's relevant and drives toward your objectives."

Download THE DEFINITIVE GUIDE TO SOCIAL MEDIA MARKETING

Do You Believe in these Digital Advertising Myths?

noreply@blogger.com (Boris Loukanov) — Mon, 12 Nov 2018 16:14:00 +0200

Or How to Amplify Your Content Distribution Channels - e-Book by HubSpot and Outbrain

Digital advertising has changed quite a bit in the past decade – from new platforms to new creative types to the way that consumers respond to ads online. Unfortunately, these changes have brought along confusion and hesitation surrounding online advertising.

People often think of digital advertising as spammy pop-up ads, flashy banner ads, or user experiences that generally interrupt the consumer. These misconceptions end up losing marketers visitors, leads, and potential customers and they contribute to misspent advertising budgets.

In this guide, we’ll explore the truth about digital advertising by debunking the top myths about general, search, native, and social advertising. Along the way, we’ll teach you the best practices for targeting your audience.

DOWNLOAD "34 Digital Advertising Myths"

The B2B Marketer’s Guide to Decoding Metrics

noreply@blogger.com (Boris Loukanov) — Wed, 27 Jun 2018 14:38:00 +0300

e-Book by Marketo

As a marketer, you know how critical it is to understand how your marketing efforts contribute to the bottom line. To do this, you need to know how to measure the impact of your campaigns, identify which campaigns and channels are your top performers, and understand how the dollars you spend translate into revenue growth. Yet, many marketers struggle to do this in a scalable and repeatable manner. Some of us may have challenges doing it at all.

Metrics don’t just let you to talk a good game, they’re the building blocks of making great decisions and getting marketing the credit it deserves.

Keep calm and measure on!

Download "The B2B Marketer’s Guide to Decoding Metrics":

EU GDPR and ePrivacy White Papers 2017

noreply@blogger.com (Boris Loukanov) — Tue, 26 Dec 2017 12:26:00 +0200

About GDPR EU Regulation

The General Data Protection Regulation (GDPR) was passed into law by the European Union Parliament in April 2016, with enforcement date beginning May 25, 2018. With the deadline quickly approaching, organizations are running out of time to determine whether and how the regulation applies to them and if so, how to implement changes in their IT processes that may be necessary to comply with the requirements.
The GDPR supersedes the Data Protection Directive (Directive 95/46/EC), which had been the basis of European privacy laws since 1995. Like most governmental regulations, the GDPR is a complex document and in some respects, is open to interpretation. The intent of the legislation is to protect the privacy of EU citizens and standardize the laws across all EU countries.

The good news is that organizations have many tools at their disposal to help them carry out and document the steps that must be taken to meet the GDPR requirements, from identifying the personal data that must be protected, to securing it properly, managing it effectively, and tracking its flow and where, when and by whom it is accessed.

Download White Paper:

Download The GDPR and Marketers - Practical Guide by Marketo

About ePrivacy EU regulation

The Commission has proposed a Regulation on Privacy and Electronic Communications to update current rules to technical developments and to adapt them to the General Data Protection Regulation that will enter into application in May 2018. The objective is to reinforce trust and security in the Digital Single Market. More info here.

Download White Paper:

The IAB 2017 Guide to Digital Video Advertising

noreply@blogger.com (Boris Loukanov) — Mon, 25 Sep 2017 18:07:00 +0300

Practical Advice For Cross-Platform Digital Video Advertising

The current video landscape is being transformed by the confluence of technological innovation and consumer behavior shifts. This new media landscape created by the TV-video shift is increasingly automated, data-driven, addressable, and accountable, where audience is as important as content and context. The perceived dichotomies of television vs. video, broadcast vs. cable, and desktop vs. mobile are breaking down under the pressure of an accelerated convergence of technologies and markets. In a world of endless choices, accessibility, quality content and user experiences are key.

The 2017 Practical Guide to Digital Video Advertising was developed by the Digital Video Committee, a working group of the IAB Digital Video Center of Excellence, primary forum for discussing and addressing the challenges that arise from delivering video content and advertising.
This comprehensive, practical guide to the current state of digital video is the centerpiece of the working group’s educational mission.

See more on the topic here.

Download The IAB 2017 Guide to Digital Video Advertising

IAB GUIDE TO DIGITAL VIDEO ADVERTISING from Boris Loukanov

All You Need To Know About Chatbots For Business

noreply@blogger.com (Boris Loukanov) — Sat, 1 Jul 2017 16:25:00 +0300

The Conversational Business - How Chatbots Will Reshape Digital Experiences

e-Book by Susan Etlinger from Altimeter, a Prophet Company

For this report, Altimeter interviewed 24 enterprise companies, technology innovators, and other experts to gauge the potential risks and opportunities of conversational interfaces.
The interviewed industry leaders identify use cases, design principles, and strategic implications for customer experience, business models, brand strategy, and innovation.
The main focus of this report, is to help business leaders better understand the implications of conversational interfaces so they can make informed decisions about how to leverage this technology. More important, however, is for businesses to look ahead at the
real opportunity: to develop from transactional to conversational relationships, express their brand voice, and become a trusted, indispensable ally to customers.

Download "The Conversational Business - How Chatbots Will Reshape Digital Experiences"

24 Facebook Marketing Myths - Circa 2017

noreply@blogger.com (Boris Loukanov) — Sat, 27 May 2017 14:47:00 +0300

Data & Insights to Help You Create a Powerful Facebook Marketing Strategy

There’s a lot of myths when it comes to Facebook marketing. Don’t fall victim to them.
With help from Socialbakers, a global leader in social media analytics, HubSpot team created this guide to debunk the 24 most common Facebook marketing myths so you can inform your marketing strategy with the facts.

You’ve already taken the first step when it comes to improving your Facebook marketing game by reading this ebook...

Download 24 Facebook Marketing Myths

The Definitive Guide to Account-based Marketing

noreply@blogger.com (Boris Loukanov) — Thu, 27 Apr 2017 19:36:00 +0300

111 pages eBook by Marketo

Account-based marketing (ABM) is a strategic approach that organizations—from marketing to sales to customer support—are implementing to target and engage their audience and drive revenue across the business.
Rather than marketing broadly across a large number of organizations, companies that employ an ABM strategy focus their resources on a targeted set of accounts and look to deliver strategic, orchestrated campaigns personalized to those accounts—whether they’re prospective or existing customers. While both broad-based demand generation and account-based marketing strategies have their benefits, account-based marketing is the most effective when you need to focus your time and efforts on high-value accounts. That’s because the accounts that you target with ABM are strategic.

Account-based marketing (ABM) is not new, but it is experiencing a resurgence in the marketplace. In the past, it was difficult to scale ABM initiatives due to the high level of personalization it requires. With advances in technology, ABM is now more scalable so more organizations, often led by the marketing team, are implementing an ABM strategy to drive higher value outcomes.

Download "The Definitive Guide to Account-based Marketing"

The 8 Biggest Mistakes Email Marketers Make & How to Avoid Them

noreply@blogger.com (Boris Loukanov) — Sat, 25 Mar 2017 17:27:00 +0200

New extremely useful eBook by Marketo

Even the most seasoned email marketers have made mistakes. But the biggest mistake of all is not knowing what the biggest mistakes are so that you can avoid or fix them.

This ebook cover the eight most common email marketing pitfalls, including those related to deliverability, subject lines, design, and more, to help you understand how to avoid or fix them.

By following the tips outlined in this guide, you’ll be well equipped to avoid major email marketing disasters that could hurt your success, sender reputation, and credibility.

Download "The 8 Biggest Mistakes Email Marketers Make..."

THE AGE OF AI - How Artificial Intelligence Is Transforming Organizations

noreply@blogger.com (Boris Loukanov) — Fri, 17 Feb 2017 18:28:00 +0200

eBook by By Susan Etlinger, published by Altimeter Group

This report lays out the current state of AI for business, describes primary and emerging use cases, and states the risks, opportunities, and organizational considerations that businesses are facing. It concludes with recommendations for companies thinking about applying AI to their own organizations and a look at some of the business, legal, and technical trends that are likely to shape the future.

Susan Etlinger has a diverse background in strategic planning within corporations and agencies. Her TED talk on Big Data has been viewed more than 1 million times. She is a frequent speaker on data, AI and digital ethics, was named a LinkedIn “Top Voice” of 2016, and has been extensively quoted in media outlets worldwide.
She is Analyst in Altimeter Company.

DOWNLOAD THE AGE OF AI - How Artificial Intelligence Is Transforming Organizations