Connect with us


3 steps to a marketing and communications roadmap



Man tying a marketing plan
In creating content, consider the customer needs you’re addressing and what’s distinctive about the way you address them

Business leaders need to promote their company’s brand, protect its reputation and grow its revenues against the backdrop of continued uncertainty. What’s the best way to develop a marketing and communications roadmap when the route ahead for most businesses remains challenging?

Plan your strategy

Start with your business objectives and build your marketing and communications plan to help get you there. Whether you’re about to launch, scale or expand into new markets, you need a robust plan to achieve your objective. The plan will reflect the industry you’re in, whether you’re selling to other businesses (B2B) or consumers (B2C), and the size and scale of your business.

First, consider who you’re targeting and where they are, both geographically and digitally. Conduct market research to understand the customer or industry you’re selling to and create a buyer persona. A buyer persona is a semi-fictional description of your ideal customer that ultimately helps you understand their wants and needs. Your market research should also consider your competition, what they do well, and where the gaps are that you can potentially fill. In addition, analysis of traditional and social media can help you understand the trending topics that your customers and prospects care about. This information will help you plan how to reach, engage and convert your prospects. It will inform how you develop your marketing approach, decide on your channels and media, and create your marketing content.


Master your approach and focus on content

There are numerous frameworks to help organise your marketing and communications approach. The “PESO model” is a useful tool for planning activity across different channels and types of media. The acronym refers to paid, earned, shared and owned channels. These terms correspond to advertising, public relations, organic social media, and proprietary marketing assets, such as your website, email campaigns or case studies.

Use the channels that are best suited to your product, service or campaign. A B2B firm marketing a complex service might use earned media, such as public relations, to build credibility within its sector. It might combine this with owned media, such as an email campaign, to target prospects. However, a B2C may rely heavily on paid media, in the form of TV or social media advertising, to generate a high volume of awareness and interest in a consumer product.

But you’ll need strong content to feed the process and ensure it works effectively. Think of content as an asset you provide to prospects in exchange for their attention, awareness and consideration. Instead of just pitching your products or services, you’re providing useful content to your audience. This could be to help illuminate solutions to their problems, inform or educate them about topics they care about, or inspire and entertain them in ways they find interesting.

In creating content, consider the customer needs you’re addressing and what’s distinctive about the way you address them. Reflect on the insights from your market research, media analysis and social listening. Bring these perspectives together to flesh out topics, and then individual content pieces, that are valuable to your audience and relevant to your business.

Make sure to measure progress and iterate your approach as you go along. A myriad of marketing and communications software providers can help you do this, such as Hubspot and Salesforce. Their tools can be used to stay organised and on track across the full range of marketing, communications, sales and customer service activities.


Build the right team

Marketing and communications teams are increasingly tasked with doing more with less. They have to work across a broader array of marketing disciplines than ever before and cut through the noise despite increasingly crowded markets. You may need to assemble marketing talent across user acquisition or lead generation, public relations, brand, creative, events, research and analytics.

The mix of specialisms will depend on your company’s stage of growth and whether you’re in B2C or B2B. Teams in B2C often focus on direct user acquisition, growth and scaling using advertising as well as non-paid, organic acquisition, such as search. Whereas in B2B, the emphasis is more likely to be on content marketing, lead generation and sales enablement during a complex and lengthy procurement process.

It’s rare for a marketing team to be good at all the marketing disciplines, except at the very largest organisations. Different marketing specialisations require different mindsets, skills and sensibilities. So it’s critical to determine which marketing discipline is dominant for your business, and then hire the right talent as your business evolves.

Getting strategy, content and team right is crucial to chart an effective course for marketing and communications. It will enable you to speak directly to your ideal customer’s pain points, create messaging and content that’s fit for each channel, and move prospects successfully through the buyer journey.

Kamyar Naficy is the Founder and Principal of KNECTCOMMS, a marketing and communications consultancy to the finance, technology and fintech sectors. He previously worked in senior marketing and communications roles at JP Morgan, London Stock Exchange Group and UniCredit.


JCDecaux extends advertising concession with Madrid Metro for 10 years



An image of advertising displays at a metro station in Madrid
Modernisation: a new type of large-format screen created exclusively for platforms will be installed in 39 key stations in Madrid

JCDecaux, the number one outdoor advertising company worldwide, has announced that following a competitive tender it has renewed and extended its advertising concession with Madrid Metro. The partnership with the transport network carrying, on average, five million daily, makes it the most digitised JCDecaux-marketed metro in Europe and the first 100% data-driven advertising space in Spain. The digital transformation of the oldest Spanish metro network has started in August and will be completed by the end of the year.

The 10-year contract covers 3,100 traditional displays as well as more than 460 new, larger, sharper and more energy-efficient digital screens, extending their life cycle and making metro stations more efficient and sustainable. The new contract aims to deliver a
high-quality media space and to modernise Spain’s capital metro with up to 2,000 sq m of screens. It includes innovative and high-impact displays such as large-format screens and columns with an anamorphic effect, twin curved screens as well as “cinema formats”, a new type of large-format screen created exclusively for platforms, 142 of which will be installed in 39 key stations. A brand-new network of digital screens will also be created with nearly 300 high-definition screens across 100 strategic locations, mostly within the M30 perimeter, ensuring maximum coverage and visibility.

“We are delighted to have been awarded this strategic contract to digitise Madrid Metro, continuing our long-term partnership which started in 2007. JCDecaux has rolled-out an in-depth media transformation plan, including the introduction of large and iconic digital media opportunities to create memorable brand experience while offering one of the major communications-platform for brands. It will participate to enhance the Madrid Metro environment, further raising engagement and ultimately generating revenue to invest in delivering an even better commuter experience. It is one of our most ambitious projects to date in Europe and we want it to become a benchmark in terms of digitisation and sustainability”, says Jean-Charles Decaux, Co-Chief Executive Officer of JCDecaux.

This new contract will also enable JCDecaux to introduce programmatic buying opportunities into the metro environment for the first time, following its launch in street furniture and shopping centres.

Continue Reading


How to create social media content for small businesses



A man scheduling content on social media
Between April 2022 and April 2023 there were 150 million new social media users – a 3.2% increase year-over-year | Photo: Austin Distel

Mastering the art of creating useful and engaging social media content is essential for any small business – but just like most of the tasks, it is easier said than done.

Accord to recent data released by the Search Engine Journal, there are 4.8 billion social media users worldwide, representing 59.9% of the global population and 92.7% of all internet users. And companies not able to catch up with the fast-paced digital world are already facing sales and branding problems given how many new people turn to platforms like Facebook, Instagram, Twitter, and LinkedIn, on a daily basis, to discover products and services: between April 2022 and April 2023, there were 150 million new social media users – a 3.2% increase year-over-year.

Small businesses have a unique opportunity to connect with their target audience, boost brand awareness, and drive growth through social media. Here we explore key strategies to help entrepreneurs how to create engaging content that can make a significant impact.

Know Your Audience

Before diving into content creation, it’s crucial to have a deep understanding of your target audience. Who are your customers? What are their preferences and essential interests? Carefully study your audience’s demographics and behaviours to understand where you are in order to create an effective social media calendar with clear goals.

Set Clear Goals

Define your social media objectives. Are you looking to increase brand awareness, drive website traffic, boost sales, or engage with your community? Setting clear, measurable goals will guide your content strategy and help you track your progress over time. Take small steps. There is no point in aiming for 1 million new users and an absurdly high turnover overnight. When it comes to social media, you will have to learn to play the long game.

Content Planning and Calendar

You must create a content calendar to organize your posting schedule.

Consistency is key in social media, and a calendar can help you maintain a regular posting cadence. Plan your content themes, topics, and post types in advance, taking into account holidays, special events, and industry trends.

Tell Your Story

Share the story behind your business. Customers connect with brands that have a compelling narrative. Highlight your company’s history, values, and mission. Showcase the people behind the scenes, your team’s expertise, and the dedication that goes into your products or services.

Visual Appeal

Visual content is highly engaging on social media. Invest in high-quality images and videos that represent your brand. Use eye-catching graphics, infographics, and animations to convey information creatively.

Educational Content

Position your business as an industry authority by creating educational content. Share informative blog posts, how-to guides, tutorials, and industry insights. Provide value to your audience by answering common questions or addressing challenges in your niche.

Engage with Your Audience

Social media is a two-way street. Respond promptly to comments, messages, and mentions. Foster a sense of community by actively engaging with your followers. Encourage discussions and user-generated content, and listen to customer feedback to improve your products or services.

Embrace User-Generated Content (UGC)

Encourage your customers to share their experiences with your products or services. Repost UGC with proper credit. This not only showcases satisfied customers but also builds trust and authenticity around your brand.

Analyse and Adapt

Regularly review your social media analytics to gauge the performance of your content. Identify what works and what doesn’t. Adjust your strategy based on the data to continually improve your social media presence.

No matter where you are, creating compelling social media content is a vital aspect of a small business’s digital marketing strategy. By understanding your audience, setting clear goals, planning your content, telling your story, embracing visual and educational content, engaging with your audience, and adapting based on analytics, you can craft a powerful social media presence that helps your small business thrive in the online

Continue Reading


LG launches campaign to spread optimism



A London red bus showcasing the new LG's campaign in the UK
LG 'Takes Over' Famous Landmarks to Kick off Its Life's Good Campaign With More Dynamic and Youthful Visual Identity

LG Electronics (LG) has launched its brand-new Life’s Good global campaign, carrying out various brand reinvent activities to introduce its more dynamic and youthful brand identity.

The company, which rolled out its Life’s Good global campaign on August 22, unveiled digital out-of-home (OOH) advertisements at some of the world’s most iconic landmarks, including locations in Dubai, London, New York, Vietnam and Seoul. Each image and captivating has been crafted to showcase LG’s renewed visual themes.

Along with introducing its updated brand and visual identity, the new campaign aims to share the company’s philosophy and values and the true meaning of Life’s Good.

LG’s latest advertisements can be seen at Dubai’s Burj Khalifa, the world’s tallest building, the Landmark 81 skyscraper in Vietnam, the company’s digital billboards in New York’s Times Square and London‘s Piccadilly Circus, LG’s LED outdoor screen at Óvalo Gutiérrez in Peru, the KP Tower in India, as well as in select spaces in South Korea, seizing the attention of global audiences. The campaign also extends to London’s beloved red double-decker buses, which currently feature LG’s Life’s Good slogan – visually revamped as part of an innovative brand reinvention strategy.

The advertisement videos showcase the “Face of the Future,” the smiling face formed by the letters “L” and “G” engages and entertains; nodding, bobbing and showing off a range of different emotions. The video is also imbued with the youthful exuberance of LG Active Red, the latest addition to the company’s core color palette.

The company also plans to release collaboration contents with various influencers and brand films through LG’s global social channels to convey the meaning of Life’s Good and core brand values to customers more authentically.

LG has partnered with a collection of global influencers, all embodying the spirit of “brave optimists” and confidently carving their own paths, including American singer and actress Willow Smith; Australian national swimmer and singer-songwriter Cody Simpson; and Nigerian-Korean fashion model Jenny Park. Through these meaningful partnerships, LG aims to amplify the Life’s Good message, fostering inspiration and hope among customers around the world.

“LG is committed to actively communicating and providing innovative customer experiences that evolve with the times, recognizing the changing needs of customers,” said Lee Jeong-seok, head of LG Electronics’ Global Marketing Center. “We aim to enhance our communication with customers by sincerely sharing our core value and the message of Life’s Good. Filled with optimism, this message will be delivered to customers worldwide at various customer contact points.”

Continue Reading