Giselle Almonacid

The power of a strong network! Our colleagues at EssenceMediacom Denmark today had their yearly trend seminar, exploring four key trends shaping consumer behavior in 2024, offering insights and action points for brands to connect with their audiences effectively. Mindshare Danmark and our client were happy to join! Trend 1: Do Not Disturb Overwhelmed by the constant barrage of digital notifications and information, consumers crave moments of peace and quiet. They feel a growing dependence on digital solutions but also recognize the potential negative impacts on well-being, especially among children and youth. Brand actions 1) Prioritize meaningful interactions across digital and physical touchpoints. 2) Simplify and optimize the customer journey, removing unnecessary digital steps. 3) Invest in strong, platform-relevant creative content to cut through the noise and capture attention. Trend 2: Golden Generation Today's older generation defies age-related stereotypes, embracing life and pursuing their passions. They possess significant spending power and desire to be seen as individuals with diverse needs and interests. They often feel overlooked or misrepresented in advertising and media. Brand actions 1) Adopt age-inclusive communication strategies that avoid generalizations and stereotypes. 2) Visually represent the value and diversity within the older demographic, showcasing their active lifestyles and contributions. 3) Be present in media channels relevant to this audience, including traditional and emerging platforms. Trend 3: Climate Burnout Climate anxiety is growing as extreme weather events become more frequent. Consumers feel overwhelmed by the magnitude of the problem and lack guidance on how to live sustainably, often finding eco-friendly options inaccessible or expensive. This leads to a sense of helplessness and burnout. Brand actions 1) Communicate climate initiatives transparently and simply, avoiding greenwashing. 2) Help consumers make climate-friendly choices on a budget by offering affordable sustainable options. 3) Make sustainable choices visible and desirable, highlighting their benefits and impact. Trend 4: NextGen Creators Influencers heavily impact consumer behavior, especially among younger generations who trust their recommendations over traditional advertising. Niche creators are gaining traction, offering targeted reach to specific communities. Additionally, AI influencers are emerging, blurring the lines between real and virtual personalities. Brand actions 1) Develop a deep understanding of the complex creator market, including niche communities and AI trends. 2) Strategically integrate creators into your communication plan, aligning them with your brand values. 3) Explore the potential of niche creators for targeted reach and authentic engagement. Stay informed about the evolving role of AI in influencer marketing Lise Heiselberg Per Vesterbæk Rich Perusi Tina Gretlund Simone Misser-Pedersen

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Top 10 things to consider before your next programmatic Buy Thanks to our partnership with the Swedish Advertisers Association, we spent this week in Gothenburg, Sweden, presenting on the principles of sustainability, transparency, and efficiency in programmatic media buying. Engaging in discussions with marketing professionals was truly enriching, providing valuable insights and perspectives. Here are some crucial tips to secure your programmatic buys: 📀 Clarify Campaign Goals: Ensure your campaign objectives, KPIs, and target audience are clearly outlined with your agency and partners. 📀 Create Engaging Content: Craft creative specifically for programmatic environments to boost engagement. 📀 Prepare for Cookie Deprecation: Take immediate action to adapt to the upcoming changes in cookie policies. And there’s much more to consider - Comment “programmatic” below to receive our latest whitepaper, highlighting the top ten things to keep in mind before your next programmatic buy. Thank you to Sveriges Annonsörer for providing opportunities to engage on these important topics together. #programmatic #mfa #adtech #cookiedeprecation Emma Dahl Laura Mähler Nelander Helene Kruse Stina Melin

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Interested in supercharging your brand's growth by influencing shoppers on their paths to purchase? Join us tomorrow where we will share tips, tricks and examples of how market leaders, fighter brands and niche players have tackled the challenge. Hope to see you there! 👋

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Join us in our webinar with TikTok for Business next week - we will walk you through our tech-enables process for scaling creative production of short-videos. 🎬🏍️ More info below 👉🏼

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Podcast out now: Re-live MeasureCamp Copenhagen 2024. https://lnkd.in/dMJyjb5Z Hear our discussion on Brand Metrics with Tim Ceuppens⁠, ⁠Juliana Jackson⁠, Nikola Krunic⁠, and Denis Golubovskyi from Stape⁠. Together, we unravel some of the complexities and evolving dynamics of brand equity and performance marketing as we move into the 'relationship economy', with a few 😂 along the way! #BrandMarketing #PerformanceMarketing #MeasureCamp #MCCPH24 #MarketingStrategy #BrandEquity #MarketingMix #ConsumerInsights #DataDrivenMarketing #MarketingTrends #DigitalMarketing #MarketingIntegration #ExperienceMarketing #FirstPartyData #MarketingInnovation #MarketingLeadership Photo provided thanks to Lotta Holm!

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🏆BEST SEARCH INNOVATION🏆 Now that the dust has settled from NextM we can share that we won Best Search Innovation at IAB Sveriges Mixx Awards 2024 with Arken Zoo. This was an amazing work by Wavemaker Sweden, Acceleration Nordic and GroupM Sverige! The case was how Acceleration implemented a four-step process using GA4 to analyze customer behavior on Arken Zoo's website. This involved data cleaning, analysis, creating prediction scores for events, and then activating these insights in our search marketing strategy which allowed us to target users with a higher purchase intent and reach more relevant customers. The result was a 20% increase in revenue without additional budget and a step towards future-proofing for a cookieless future.

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Sales of ice cream drop 50% in the UK during the colder months, but the Nordics have one of the highest spend patterns in the category and don’t have the dramatic drop during the colder months… why? A big factor is consumers mental availability. Find out more on this great discussion #brandmanagement #behaviouraleconomics #occaisions #brandbuilding #consumermarketing #b2cmarketing

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Breaking the Silos: The Future of Marketing Departments The landscape of marketing is evolving rapidly, with an ever-increasing array of activities, channels, and content to manage. As a result, marketing teams have swelled with specialists, each focusing on their niche area. However, a recent report sheds light on a concerning trend: the majority of these teams operate in silos, hindering collaboration between specialists and generalists. This siloed approach leads to a disjointed focus, where each channel operates independently rather than contributing to the bigger picture. It's time for a paradigm shift. Instead of doubling down on platform-specific specialists, the new frontier calls for a more platform-independent approach. The key lies in collaboration across media and breaking down the barriers between channels. By fostering a culture of collaboration, marketing departments can harness the collective expertise of both specialists and generalists to drive comprehensive and cohesive strategies. The report suggests that this shift is not only necessary but also highly beneficial. A significant majority of respondents believe that marketing departments could operate more efficiently with improved collaboration. It's time to rethink our approach and embrace a future where collaboration reigns supreme. https://lnkd.in/dE3xhsvf

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Starting the day with a webinar about unlocking the value of #personalization together with Johanna Lind, Niklas Lindblom, Tina Malvemyr from Dun & Bradstreet. Purchasing 3rd party data and insights for households can be a great shortcut to overcome 'cold-start' problems when it comes to unlocking value. Integrates into Agillic like a charm 😘 Let me know, if I should send you the link to the recording 😍

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You hardly ever hear a conversation about mental health these days without social media coming up. Should schools ban mobiles, should platforms do more, should parents have access to their children's phones, is it okay to hide behind a fake online identity, are our politicians leading by example... To me, progress seems to be hindered by everyone looking to someone else for solutions when, in reality, there are many answers and they are not mutually exclusive - surely we can ban phones during school hours and simultaneously expect better processes for content vetting on the platforms...? Social media at its best is both useful and entertaining - but as per the clip from my fellow Danes below, we have to start with ,and stand up for, the truth. So, while we wait for the Zuckerbergs and Musks of the world to step up, we can all take personal responsibility for making social media a safer and happier space for all. Be kind (yes, even to the people you disagree with 😉) and speak the truth or, just occasionally, hold your peace! #MentalHealthAwarenessWeek #BeKind #Truth

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So what does ConstruKtion do? What's our value prop? What solutions can we provide? How can we make your job easier? How do we help your business grow? How do we accelerate adoption? How can we drive positive change by enabling & empowering your teams? Probably not top of mind for you, but it is everything we are thinking about... constantly. Soooo excited at all of the work we have been doing to develop productized solutions that deliver craft @ scale. - Sales enablement - Demand gen - Innovation prototypes & pilots - Custom measurement frameworks - Change accelerator models - Data-driven experience designs - Omnichannel audits & analyses - Content marketing platforms - Audience segmentation application - Omnichannel roadmaps and activation blueprints for single brands and portfolios Interested? Curious? We aim to be additive nutrient sprinkles that complement what you have, and support in areas of need / resource constraints. Get a glimpse, feel free to reach out. We are ready to help you G(r)O(w)! https://bit.ly/4anWlTK

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From boosting customer lifetime value to regenerating demand from lapsed buyers, the use cases for retail media are evolving. 🛍️ The industry has seen significant growth, with increased demands for meaningful performance, transparent reporting, and more channels. Explore the insights from IAB Europe's Retail Media Committee (led by GroupM's Jason Wescott) and learn more about the impact of these changes: https://lnkd.in/eXmyzx2v

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Do you know how H&M became so involved in digital marketing and advertising? I do. In 2008, fresh off the success of launching MySpace and Facebook pages in the US, I was interviewed by Jörgen Andersson, Pierre Lindstedt, and Lars-Johan Lajjo Strand in Stockholm and asked to move to Sweden to head up Digital Marketing (then known as the “New Media” department) for a one year contract. I ended up staying for six years. I had 10-15 direct reports working on planning and project management. Our main focus was the global website hm.com, but we quickly expanded our focus to include social media, digital marketing, and digital advertising. My strategy for MySpace and Facebook was to create global brand pages, but be able to geo-target messaging based on country. (It wasn’t long before we dropped MySpace and just focused on FB.) With Twitter, we created one global account, then separate unique accounts for each country in which there were stores, so they could tweet in their own language about their local campaigns and events. For YouTube, Mårten Jeppson started creating “H&M Fashion TV” segments. (The name was later dropped due to a legal challenge.) The workflow in the advertising departments was set up so that we received the images for the campaigns after the photo shoots, but the briefs all called for horizontal (magazine ready) images. Screens are landscape, of course, and digital advertising formats can be even more unique. Nothing fit. So I proposed a new workflow that acknowledged the needs of “new media” and succeeded in delivering content tailored for us. The revised marketing strategy - and budgets - for all countries worldwide now included digital advertising alongside print and OOH. We soon added Instagram (after a bit of internal pushback) and Pinterest. But we weren’t finished. I saw that there was so much more we could do. And in the end, we grew those social media channels from zero to well over 150 million followers. SO many great colleagues were along for the ride in those “New Media” days. H&M used to have a policy that we could not publicize our internal projects, our successful external partnerships, or even apply for award recognition. That has changed, obviously, as we now see how LinkedIn has altered the perception of self promotion. So, to make up for thanks from me and to “New Media” and IT: Mårten Jeppson, Ulrika Evans, Tove Freeman, Carina Gyökeres, Veronica Eklund, Tobias Dagergård, Jacob Nordwall, Helena Nordström, Miriam Tappert, Debbie Viklund Reznik, Jesper Åström, Pernilla Hyll, Lotta Christensson, Emma Hedin, Johanna Saidi, Kimmy Nordqvist, Alexandra R., Svante Nilsson, Maria Barthelson, Beatrice Sablone and so, so many more. And agencies: Great Works, Perfect Fools, Henrik Timonen, Johan Sandberg, North Kingdom / NoA, Patrik Persson, Carl Jesper Versfeld, Stefan Wendin, Jenny Gadd, Anna Malmberg, Bobo Ericzén, and many, many more. NEXT UP: H&M mobile and apps

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An interesting last week, with Cannes and Collision Conf going at the same time. What makes it interesting for me is articles like this from Cannes that are talking about the push from third party to first party solutions, but up in Toronto at Collision the talk was about solutions moving from firsty party to zero party data. There were several companies that are building platforms to drive zero party at scale, and I have to believe with all the privacy and data regulations coming down the road we have to get to zero party sooner rather than later. So the race is on to be #firsttozero

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Hi! Just out of the oven, my article in the MediaCat magazine on the topic of rising trends, and should we focus on them. Well I have a better alternative. Data. Read it below for some tips on how we do things in Luxid :) Thanks for the heads up Tim Collison.

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Today’s consumers are more sophisticated than ever. They expect personalized experiences without compromising on privacy, fluid methods of shopping across digital platforms, and non-invasive advertising formats. With the rise of the conscious shopper, breaking through the clutter has never been important – or more difficult – for brands and retailers. A great example is the work we’ve done with Mars to test how retail and commerce data can impact upper funnel campaigns to drive users down the funnel at the point of discovery and inspiration. Check out this Forbes article below to learn more about the unique opportunities that exist for marketers to unlock powerful first-party data from retailers to connect the full consumer journey as the privacy landscape shifts. https://lnkd.in/ed2C5b36

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💡 Keen to see if your #BrandMarketing is driving growth in both a profitable and measurable way? Then take a leaf out of the Sambla playbook. This Swedish brand tapped into a winning combo of modern brand measurement (link to playbook in the comments) and rebuilt #YouTube campaigns to drive ad recall and efficiency.

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Check out how people in the North are shaping a sustainable future in the wake of the green industrial transformation💚 #sustainabletransition #sustainablefinance

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