TikTok has changed the Social Game. And it has the power to drive the whole customer journey. From Awareness and Engagement to Consideration and Conversion. That said, “we must learn to walk before we can run”. So, what are the key steps a brand should take before entering TikTok? Here is what Tom Sweeney, the Head of Creative Strategy at Fanbytes, replied during Sherpa Society's recent exclusive masterclass titled "A Deep Dive into TikTok".
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Since Google announced GA4 as the new default property for tracking website visitors, the main question initially asked by marketers was "what is it", which then quickly lead to "what should I do?". People want to know how to get started. That is the big question, so Jill Quick, an experienced Analytics Consultant, comes to the rescue by breaking down her process.
Renowned Behavioural Scientist Richard Shotton strikes back with an insightful article on Behavioural Science and how it can be best applied for Marketing purposes.
We are super happy to announce that a new Sherpa has joined our fellowship: Jill Quick. Jill is an Analytics Consultant and Trainer with more than 10 years of experience in Google Analytics. She helps brands get the most out of their measurement strategy through training, reviews and audits, to troubleshooting and consulting. She has completed more than 200 audits and measurement plans and she is a regular speaker at conferences and training sessions around the world. As a first treat, she would like to share with you an article she recently wrote about GA4. In this long but eye-opening read, Jill offers a road map to the next generation of Google Analytics.
This morning, fellow Sherpa Ravid Kuperberg took the virtual stage at e-Commerce Conference, Greece’s top e-Commerce event, to talk about what he knows best: branding and storytelling. If you didn’t attend that event, Ravid still has a treat for you: Here are three wonderful ideas that caught his eye in the previous weeks. “These ideas start with the same thinking action: finding an observation of a unique yet common behavior relevant to the offering in the ad. Unique - because it is associated to a specific territory/situation and yet to gain sufficient public attention. Common - because everyone is familiar with it and can comprehend it immediately. So, here are the case study videos!
Your Employee Value Proposition is designed to attract talent toward your organization. That’s what the industry says. Google it! You’ll find that basic premise all over the internet. Yet, Charlotte Marshall believes the most valuable use of EVP is to help your organization repel talent. As counterintuitive as it sounds, it’s true.
"People are turning their back on preachy, too-good-to-be-true purpose statements from brands", points out Thomas Kolster, a marketing activist and one of the most authoritative thinkers on Marketing for good. So, what is the best way forward for brands?
"Buying habits aren’t formed overnight, but they can be created through systematic application of cues, rewards and repeat behaviour", explains fellow Sherpa Richard Shotton. Here is how you can do it.
What’s the key to sending emails that get opened and convert to leads and sales? Which is the right email marketing system for your business? It may seem like a hard puzzle to solve, but the experts are here to lend a helping hand! Namely, Teresa Heath-Wareing, an award-winning international speaker, TEDx speaker, trainer, podcaster, and business owner who recently joined the "Agents of Change" podcast to discuss all things Email Marketing. Here are some of the highlights:
"If you aren’t already using influencers as part of your marketing remit, then 2022 is the year to re-think. By taking a long-term view of influencer marketing and working with the right talent, you can build genuine brand advocacy through idea-driven, creative content that communicates the unique perspectives of brands and influencers alike." It's not us who say this. It's our fellow Sherpa Emma Wills who lives and breathes Influencer Marketing and has been consulting major brands on their influencer strategy. A few weeks ago, Emma took the time to write an article exclusively for Sherpa Society. An excerpt was featured on our 2022 Whitepaper, so it may look familiar to those of you who have read it. Today we are sharing it with you in its entirety. So, according to Emma, here are some key things to consider in your influencer marketing efforts this year:
