Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin Collet, Melissa Vekil, Victoria Neufeld and Caroline Dunnet.
This week, we’re serving up fresh strategy from creative foodie brands. Whether it’s appealing to those picky eaters with a make-your-own style meal, or making sure you nail that recipe through innovative digital features, these next brands are strategizing to ensure that both their name and their approach leave a good taste in your mouth. So, who’s hungry?Digital Digest, Opinions, Our Ideas
Disclosure: Walmart and Intuit are Edelman clients
From left to right: Drew Cashmore, Senior Director of Digital & Shopper Marketing at Walmart Canada, Brent Chaters, Head of Acquisition Marketing for Intuit Canada, Luke Stringer, Head of Research at Twitter Canada.
On May 20, Edelman Toronto and Dx3 Canada hosted an event to discuss how brand managers are measuring digital outcomes in the era of omni-channel marketing.
With marketers having to adapt to new technologies quicker than ever before, each digital expert presented a snapshot of how they’re addressing the following:
Following the presentations, Catherine Yuile, Senior Vice President of Insights & Analytics of Edelman Canada, led a Q&A panel. Throughout the discussion, one key theme emerged: The importance of telling the right message to the right audience and making sure you have the right data to tell your story.
Below are five key takeaways from the discussion.
1. Understand the customer
Drew Cashmore, Senior Director of Digital & Shopper Marketing at Walmart Canada, talked about attribution modeling as it relates to understanding the customer. He explained that a customer can be exposed to various communications throughout the day that could lead to a customer’s visit to Walmart. It’s important to make sure you track that story and build off of it, mapping out all possible customer touch points. For example, Twitter can drive 5% of sales and TV can drive 10%. It’s about looking at those different components that can add up to the total.
Brent Chaters, Head of Acquisition Marketing for Intuit Canada, furthered this conversation by stating that acquisition starts with the customer. What matters is understanding where and how people are coming to your website and serving up relevant messages to them. He calls this ‘intent marketing’. When creating content for acquisition campaigns, it’s critical to understand your target audience and what stage of the purchase cycle they are in, in order to provide personalized content, which will resonate with them in that specific stage.
2. Make sure you’re using the right message and creative
Panelists discussed the problems that can arise around ensuring brands target the right message to the specific audience they are trying to reach. Today with retargeting, personalization, lead scoring, and marketing automation, getting the right message in front of the customer should be easier than ever, and yet this is where many companies struggle. After looking at your overall numbers, what companies often overlook is the message and how it connects, relates and joins each dot in the customer’s journey.
Luke Stringer, Head of Research at Twitter Canada, highlighted that tailoring your creative to your objectives is critical. For example, Nespresso was looking to drive leads and found that using a custom ad unit where people could actually contact them directly from the app worked very well. Overall, using this type of creative unit as opposed to others, drove more consumers.
Stringer also emphasized the importance of tagging everything you can to help optimize and measure how your campaigns are driving your audience to where you want them to go. On Twitter for example, you can specify a key conversion event for each campaign you’re running, which can help optimize content and drive to the landing page you want. If you’re looking to drive people to a specific point on your page, it’s critical you have your campaign and creative optimized in the right way.
3. Test a variety of attribution models
Using multiple digital channels to communicate a brand’s message ensures diversification and increased awareness
Given that brands are using multiple channels to reach their target market, more businesses are realizing that crediting conversion to the final stage in the customer journey (last-click attribution), is missing a big part of the picture. There are a variety of attribution models, each of which are useful in specific instances.
By accurately understanding which touch points are most effective, marketers can minimize wasted dollars. Digital consumers move both across and vertically through channels and as a result, the purchase funnel jumps around. It may take multiple touch points to deliver a single conversion. The customer and their journey to purchase can be complex, as no single experience is the same as another.
Yuile observed that that because ad engagement is a key channel in acquisition, we need to consider the full spectrum of activities and experiences – cognitive, emotional, and physical, when assessing the positive impact that any given ad channel had on a brand. Yet, many measurement plans today focus on the behavioural/physical outcomes (such as user initiated interactions) with not enough KPIs on the emotional or cognitive connections (things like feelings towards the brand, awareness, and intent).
Panels agreed that we need to get better at testing and measuring the emotional and cognitive impacts of advertising engagement in attribution models.
4. Get the right metric and set a specific goal
Each speaker talked about how critical it is to get the right metrics. It’s important to look at multiple models to predict outcomes and see how they compare to each other.
“What I see is confusion when people are setting up digital campaigns. A lot of times people may want one outcome but set up a campaign using the wrong creative,” said Stringer. “If you want leads or you want video views but you’re optimizing the campaign towards click-throughs, it doesn’t make sense.”
“You know you have the right metric when you’ve got one metric, everything else after that are vanity metrics,” said Chaters.
Chaters also spoke about the importance of tailoring measurement reporting to different audiences within your organization so that the KPIs reflect the right focus and actionability for each group.
5. Aim for loyalty
While acquiring customers is important, building and nurturing long-term relationships is crucial. All customers have a journey and move across a number of channels. By becoming aware of their journey, you build on the consumer’s awareness.
It’s not just about acquiring new customers, but delivering value to your current customers, providing support at time of need and solutions when problems arise. Great acquisition is about converting your customer to an advocate.
Chaters mentioned the importance of how digital marketers need to start thinking about how loyalty anchors back to driving awareness. “It’s not good enough to just acquire the customer,” he said, “You have to capture their heart.”
June 5, 2015 in Our Ideas
Dx3 is Canada’s largest conference and trade show dedicated to digital marketing, digital advertising and digital retail.
This post originally appeared on Edelman.com
Eight questions for companies to consider
You could say that Edelman is in the business of change. We launch new products or services, improve a company’s reputation or help companies meet future challenges. But one of the biggest changes an organization could go through is a re-branding.
There are many examples of successful and unsuccessful re-branding programs, but there are fewer examples to help marketers decide whether it is necessary for their business, and fewer still for business to business (b-to-b) companies. Having just completed a major re-branding of a global manufacturer, here are eight questions I would ask if a client is considering a re-branding exercise.
Rob Manne is vice president, Edelman Corporate and is based in Toronto.
June 3, 2015 in Our Ideas
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rob Small, Erin Collett, Charlotte Macgregor, Kira Borys, Melissa Vekil and Caitlin Stewart.
We’re increasingly demanding that technology give us the power to do good – that doesn’t necessarily mean something hip or fun, but it means using digital tech to make a difference. We’re seeing some brands called out for going against the grain on social issues, others are finding ways to turn fun technology into tools for social good, and others are using it to mobilize large groups to collective action. Regardless of the goal, we wanted to bring you some stories that reaffirm that brands are adapting to the idea that technology isn’t always a sales tool, but a also one for social good.
Using sex to sell too vanilla
The days where ads could include an attractive semi-naked woman, promoting a product with zero creativity and result in boosted sales for the brand, are over. U.S. burger chain, Carl Jr.’s/ Hardee’s has been using “sexy” female celebrities shown fake-eating their burgers to drive sales for years– and it’s been working so far. But according to Mark Duffy, ad critic and cheeky writer behind the blog Copyranter, this year, the (millennial male) consumer has apparently finally figured out that if bikini models happen to live in their hometown, they still don’t want to have lunch with the boys at Hardee’s/Carl’s Jr. Ouch. Gender issues aside, these ads are often lackluster, disconnected from the brand or product and, more often than not, just plain awkward to watch. After viewing Carl Jr.’s ad at this year’s Super Bowl in its usual vanilla template (juicy burger, semi-naked female celebrity), a third of the viewers surveyed felt worse about Carl’s Jr. As consumers, it’s clear that we want advertisers to spice things up (or down?) and exercise their creative juices to deliver relevant content in line with their values. After all, there’s not much sexier in 2015 than a brand that understands its social purpose. [Digiday] Carl Jr’s/Hardee’s, mentioned in this article is a competitor to Edelman client, Taco Bell.
An emoji is worth a thousand words
There are emojis for all kinds of happy things in life – monkeying around, pizza, birthday cake – but sometimes kids need different symbols to let their friends know how they’re feeling. In comes BRIS, a Swedish non-profit operating a kids help line. The non-profit group created “Abused Emojis”, and they’re exactly what you think. Kids can download the same emojis we know and (probably over) use, but with bruises, parents drinking and a boy shown thinking of a skull – for suicidal thoughts. This digital-for-good idea is spot on: kids need a way to talk about how they’re feeling, whether it’s good or bad, but they rarely want to actually say the words. And while Abused Emojis opens up the conversation, to truly make a difference, the app could benefit from some interactive additions – like click through help features for those in need. [AdWeek]
At the other end of the rainbow, a golden referendum
FOMO, or fear of missing out, was a non-issue in the recent Irish referendum on legalizing gay marriage this past week. The ‘yes’ side to the referendum did as many activist groups have done before, and took to social media to rally their cause. Recognizing that 60,000 of Ireland’s three million citizens were expats, out came the #HomeToVote campaign, encouraging voters to fly home to cast their vote. It took off: the hashtag was mentioned over 72,000 times, complete with photos of rainbow-decorated homes and airport selfies. The timely campaign underscored the impact social media can have on social justice issues, and with an overwhelming majority of the population checking ‘yes’ to marriage equality, it’s clear that #HomeToVote’s effectiveness wasn’t driven by a four leaf clover, but from the inspiration of a thoughtfully executed digital campaign. [Refinery 29]
Where’s the strategy, Red Nose Day?
NBC’s Red Nose Day telethon aired last Thursday, aimed at raising money for charities by airing a pre-taped 3-hour telethon featuring celebrities singing, dancing and performing. Launched by Comedic Relief UK in 1988 to generate poverty awareness, the charity has helped raise millions with the help of celebrity stars. While this year’s Red Nose Day event raised an estimated $10 million, it’s hard not to compare this fundraising deed to last summer’s infamous ALS Ice Bucket Challenge, which harnessed the power of social media and raised $115 million by connecting individuals across the globe. The difference between the two initiatives is that while a telethon is effective, it doesn’t allow room for interpretation. The Ice Bucket Challenge leveraged so many networks – YouTube, Facebook, Twitter – and allowed individuals to create their own experience while engaging in a global movement, resulting in good coming from the staggering power of social media. [Digiday]
Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going.May 29, 2015 in Digital Digest, Our Ideas
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin Collett, Kira Borys, and Caitlin Stewart.
Technology’s purpose has always, more or less, been to make our lives easier. Some argue that it makes us lazy, while others are grateful it allows them to get more out of their jam-packed days. This week’s Digital Digest showcases some new technology and digital campaigns that take convenience to a whole new level. Gourmet lunch delivery? A mirror that acts as a personal stylist? Don’t know about you, but we’re not complaining and that drool-worthy PNL burger is looking like a great way to kick off our weekend! Read more »May 29, 2015 in Digital Digest, Our Ideas
May 19, 2015, TORONTO – Edelman today announced the appointment of Catherine Yuile as senior vice president, Insights & Analytics, effective immediately. In this newly-created role, Yuile will lead the region’s national Insights & Analytics specialty, overseeing a growing team that implements leading research techniques and measurement strategies to drive better business insights, decisions and actions for Edelman’s clients. She will be based in the Toronto office.
“Hiring Catherine is an important move for us as we continue to reinforce the importance of insights and analytics in all of our client work. Her credentials in this area are exceptional, and we’re thrilled to have her join the Edelman team,” said Lisa Kimmel, president, Edelman Canada. “Catherine will oversee our national team while integrating with Edelman Berland, Edelman’s global market research and strategic consulting arm. She will work closely with all of our practices and sectors and will play an important role in continuing to advance our position as a leading global communications marketing firm.”
Yuile brings more than 20 years of experience in market, media and advertising research to the role. At Edelman, she will oversee a suite of consulting, research and measurement products and services that range from quantitative reputation polling, data analytics, consumer behavior mapping and advertising and creative testing. Yuile will report to Dave Fleet, senior vice president, Canada East, Edelman Digital.
Prior to joining Edelman, Yuile spent 10 years at Ipsos ASI, overseeing a client service team that managed creative development testing and communications and brand health tracking for key clients, while also acting as a senior member of the Canadian Leadership team.
“I am excited to be joining Edelman at such a pivotal time for Insights & Analytics in the communications world,” said Yuile. “Today, what and how we measure may be changing rapidly, yet the fundamentals of good research design and storytelling to drive actionable insights have never been more vital. I look forward to expanding Edelman’s national analytics suite with new, innovative techniques from Edelman Berland and strategic vendor partnerships.”
Edelman is a leading global communications marketing firm, with more than 5,500 employees in 66 cities worldwide. We partner with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations. Edelman has always embodied a client-first culture, continuously adapting to the changing needs of our clients and the marketplace.
Our Canadian business has matured from one that has been primarily geography- and practice-focused to one that is also specialty-focused. Our offices in Vancouver, Calgary, Toronto and Montreal offer several specialized areas of expertise – including creative, insights & analytics, paid media and digital – to deliver best-in-class work to our clients in today’s complex media landscape.
Edelman was named one of Advertising Age’s “Agency to Watch” in 2014; one of Forbes’ “14 Most Influential Agencies of 2014”; The Holmes Report’s “2013 Global Agency of the Year” and was awarded the Grand Prix Cannes Lion for PR in 2014. In Canada, Edelman was among the top three finalists for Marketing Magazine’s 2014 Agency of the Year and has been named one of the Great Place to Work® Best Workplaces in Canada and Best Workplaces for Women.May 19, 2015 in Our Ideas
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin Collett, Kira Borys, Melissa Vekil and Caitlin Stewart.
We may be full of (bad) jokes today, but we’re serious about this: brands shouldn’t be afraid to target all members of the family – kids and their parents, no matter the product. Whether you’re on the market for a new stuffed animal or maybe something less exciting, like a bathroom fixture, you’ll come across brands that aren’t afraid to reach out to the family in ways you might not expect.
Read more »
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin Collett, Victoria Neufeld and Caroline Dunnet.
This week we take a look at how brands are breaking down barriers to reach consumers that they’re lusting for most. The lesson: inclusion will go a long way and can ultimately help your brand expand reach and profile. So, here are a few examples of how to make a slam dunk with your next big campaign. Read more »May 8, 2015 in Digital Digest, Our Ideas
“Yes, content is king, but distribution is Queen and the platforms [you share it on] are God,” said Zaman, whose PR clients regularly ask how to get more views and value out of their content. “Consider it like a record:
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Erin Collett, Kaylea Forde and Melissa Vekil.
We get it, you’re not crying, there’s just something your eye…Don’t worry – we can hold your hand as we walk you through which brands are making us swoon, cry, or just get downright emotional. From the Pan Am games to local earth-friendly campaigns, these digital spots give us goose bumps with compelling, powerful emotional stories that anyone can relate to, but still feel deeply personalized. There won’t be a dry eye in the house after this week’s roundup. Read more »May 1, 2015 in Digital Digest, Our Ideas
On March 24th and 25th the Edelman Montreal office held two Trust Barometer launch events.
First, John Clinton, chair and CEO, North American Head of Creative and Content, Edelman Canada presented the 2015 Quebec findings to clients and partners of the Montreal office, and the following morning he discussed the results at Infopresse’s annual marketing summit.
See below for some memorable quotes and highlights:Our Ideas
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rob Small, Kira Borys, Charlotte Macgregor, Kaylea Forde, Melissa Vekil and Erin Collett.
For those who are shamelessly sobbing over last night’s episode of Grey’s Anatomy, we want to help dry your tears. This week’s roundup shows that a little humour can go a long way, especially when viewers don’t feel they are getting a product shoved in their face. From a webcam wedding to a PSA from PornHub (for real), let’s get your weekend started with a few giggles. Read more »April 24, 2015 in Digital Digest, Our Ideas
Edelman Toronto and Dx3 Canada would like to invite you to look past outputs and understand how brand managers are measuring digital outcomes in the era of omni-channel marketing on Wednesday, May 20th. Join us as a group of leaders in their industry tackle the topic: Understanding Acquisition.
With marketers having to adapt to new technologies quicker than ever before, each digital expert will give us a snapshot of how they’re addressing the following:
Guests will walk away with some of the best practices and tools these experts use to stay relevant in the face of massive information.
When: Wednesday, May 20, 2015 | 6-8 p.m. (Doors open @ 5:45 p.m. Presentations begin at 6:30 p.m.)
Please RSVP via Eventbrite
Note: Light snacks and refreshments will be served.April 21, 2015 in Our Ideas
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rob Small, Kira Borys, Charlotte Macgregor, Lauren Gross, Caitlin Stewart and Erin Collett.
It’s hard enough for brands to attract loyal customers while facing several competitors with similar product offerings. Although there are best practices and certain things to avoid, brand loyalty is often unexplainable – most consumers can’t even pinpoint exactly what it is that attracts them to a brand. This can result in a cult-like following, and where exactly does that lead? Well, we know what can happen over an iPhone vs. Android debate, but let’s not get into that. This week, we take a look at what the outcome of extremely loyal fans is and how some competitors are responding in an effort to make fans switch teams. Read more »April 21, 2015 in Digital Digest, Our Ideas